Publicis Groupe builds AI muscle in Singapore with new APAC hub

Publicis Groupe is doubling down on AI in Asia Pacific, with a new Singapore-based hub aimed at building next-generation marketing capabilities for the region and beyond.

Publicis Groupe APAC has launched an AI Development Hub in Singapore, designed to develop and scale proprietary marketing technologies across data, identity, media and content. The initiative is backed by the Singapore Economic Development Board (EDB) and aligns with Singapore’s push to position AI as a strategic growth driver.

The hub will serve as a collaborative environment bringing together engineers, strategists, creatives and product teams to develop AI-powered solutions for both regional and global markets. It will also house a dedicated research and development centre, focused on areas such as creative optimisation, content development, influencer marketing and media planning.

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Singapore’s role as an AI launchpad is central to the strategy. According to a joint 2026 study by the EDB and McKinsey & Company, 73% of companies in Southeast Asia are already piloting or scaling AI, outpacing the global average of 57%.

According to Publicis, the hub’s AI-enabled workflows are expected to reduce manual campaign execution time by 20–30%, improving speed and delivery across teams.

Beyond capability building, the initiative also signals a shift in how the Groupe is approaching talent. Rather than replacing roles, the hub is positioned as a way to create new, future-ready skill sets across engineering, data science, product design and marketing. It will also partner with local institutes of higher learning to develop a pipeline of AI talent through internships and applied research programmes.

Sapna Nemani, chief solutions officer at Publicis Groupe APAC, said AI transformation hinges on the integration of technology, data and talent.

“AI is reshaping the marketing industry, but real transformation only happens when technology, data and talent evolve together. The future of marketing will be built on intelligent identity, understanding audiences in deeper, privacy-safe ways and activating those insights across the entire ecosystem,” she said.

Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, added that the hub reflects both opportunity and responsibility.

“We are not just adopting AI, we are shaping how it is used in a way that is trusted, responsible and grounded in strong fundamentals. Just as importantly, we are creating opportunities for talent here to step into new roles and build skills that will define the future of our industry,” she said.

Junie Fo, vice president and head of professional services at EDB, said the initiative strengthens Singapore’s position as a global base for AI innovation.

“This will allow Publicis Groupe to develop advanced AI capabilities across data analytics, identity management, media optimisation and content creation to serve both Singapore-based and global enterprises,” she said.

The move builds on Publicis Groupe’s ongoing investment in AI and data infrastructure, including its 2025 acquisition of Lotame, which expanded its identity intelligence capabilities alongside Epsilon’s data footprint. Together, the Groupe now claims access to insights on nearly four billion individuals globally, enabling more precise and privacy-compliant audience targeting.

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