What's Happening?
Yannick Bolloré, CEO of Havas, presented at CES 2026, advocating for the integration of generative AI as a fundamental part of agency operations. Havas has invested €600 million in embedding AI across its creative, media, and production sectors through its Converged.AI platform. Bolloré emphasized that AI should be part of everyday decision-making rather than a specialized tool. The approach aims to combine human judgment with machine efficiency, enhancing the agency's ability to deliver client work. This operational shift reflects a broader trend of AI moving from experimental phases to practical applications in the advertising industry.
Why It's Important?
The integration of AI as a core component of agency infrastructure represents a significant shift in the
advertising industry. By embedding AI into daily operations, agencies like Havas can achieve major efficiency gains and improve their competitive edge. This transformation allows for faster and more accurate decision-making, ultimately benefiting clients through enhanced service delivery. The move also highlights the importance of AI proficiency among agency leaders, ensuring that AI is leveraged effectively across all levels of the organization. As AI becomes more prevalent, agencies that adapt quickly will likely lead the market.
What's Next?
Havas's approach to AI integration sets a precedent for other agencies to follow. As AI becomes more ingrained in agency operations, there will be a need for continuous training and adaptation among staff. Agencies will need to balance technological advancements with human creativity and judgment. The focus will be on developing AI strategies that align with client needs and industry trends. As the advertising landscape evolves, agencies that successfully integrate AI into their infrastructure will be better positioned to meet the demands of a rapidly changing market.
