AI system tracks 91% of internet-connected adults globally

In a recent presentation, the head of Publicis Groupe revealed how much advertisers know about consumers today. Arthur Sadoun, the CEO, highlighted advancements in AI-driven advertising. He explained that technology now allows advertisers to connect with real people instead of just devices. When you notice ads for sneakers after searching for running shoes, it’s not just coincidence. Modern advertising uses AI to track and analyze consumer behavior across multiple platforms. Publicis claims its system, Cori, can reach 91% of all adults online. It gathers extensive data on users, including their social media habits and purchase history. Publicis' Epsilon database tracks around 2.3 billion people globally, collecting about 7,000 data points per person in the U.S. Their analysis includes both online and in-store shopping behaviors, allowing them to predict when and why a consumer will make a purchase. For example, Sadoun introduced a fictional consumer named Lola, whose profile demonstrates the detailed tracking capabilities of the system. Publicis is not alone; many companies, like Meta and Adobe, are using similar AI technologies to refine marketing efforts. These tools adapt ads in real time based on user interactions and predicted behaviors. However, this data collection has raised privacy concerns. Critics argue that consumers often lose control over their personal information, even when they opt out of tracking. There are worries that extensive consumer data collection might violate privacy laws, despite regulations like the GDPR in Europe. While Publicis’ new model promises more efficient marketing, regulators remain cautious about the implications of such sophisticated tracking systems.