The news: Publicis is pushing further into agentic AI through a proposed $2.2 billion all-cash acquisition of data collaboration network LiveRamp, the holding company announced on Sunday.

By linking LiveRamp’s tech with Epsilon’s identity platform, Publicis will create co-data sets built on verified consumer identities.

The move will ideally help Publicis “win a fair share of [the] agentic transformation market,” Publicis CEO Arthur Sadoun told Adweek. Publicis anticipates regulatory approval by the end of the year.

Why it matters: Publicis is betting the acquisition will position it as a leader as holdcos broadly look to strengthen agentic AI offerings.

• Omnicom built on its AI capabilities through last year’s IPG acquisition. The move created an industry giant with expanded enterprise genAI capabilities, giving all teams access to advanced AI tools and integrating Omnicom’s genAI tech across its agencies.
• WPP is also adapting to the AI era. The company introduced self-serve AI tool WPP Open Pro in 2025, which is designed to generate full marketing campaigns; it also partnered with Google in a five-year deal to build its AI tools and services.