Digitas’ Amy Lanzi: AI Isn’t the Solution for Advertising Challenges

Today, we have an exciting Decoder episode featuring Amy Lanzi, the CEO of Digitas North America. I had the opportunity to chat with her live at the Uber Villa during the Cannes Lions advertising festival in the South of France. It’s a tough job, but I’m here for you.

Amy has been a guest on Decoder three times, and I always enjoy our conversations. She has a clear perspective on the advertising industry, its impact on brands, and the realities of the ad-supported internet. During our talk, she expressed her belief that the traditional chief marketing officer role is becoming obsolete, emphasizing that her focus is on driving business results through data and analytics.

This statement was particularly striking at Cannes, where the advertising world gathers annually to celebrate and often indulge in unrealistic ideas. This year, the buzzwords were creators and AI. Amy and her team at Digitas are not shy about calling out the hype surrounding AI in advertising. They even released a provocative ad before Cannes that highlighted the misleading promises being made about AI’s capabilities in the industry. I asked Amy about this and what AI could genuinely contribute beyond just generating mediocre content.

We also delved into the creator economy, where many creators at Cannes identified themselves as marketers, effectively becoming their own small ad agencies. The biggest creators are launching their own products, which presents a significant opportunity for companies like Digitas, as these creators will need operational support to succeed.

There’s a lot to unpack in this conversation. Amy is incredibly insightful, and I always appreciate discussing the financial dynamics of the industry with her.

Now, let’s dive into the conversation with Amy Lanzi, CEO of Digitas North America, live from Cannes.

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Hello everyone, I’m Nilay Patel, the host of Decoder.

Hi, I’m Amy Lanzi, CEO of Digitas, part of Publicis Groupe.

I’m thrilled to be here with Amy. It seems we only catch up during these Decoder podcasts.

I know! We should definitely meet up more often. We both live in New York.

Right? We only travel far to chat in front of live audiences, which is fantastic. Thanks to everyone for being here, and thanks to Uber for hosting us. There’s a lot to discuss, especially since the advertising industry seems to be in a constant state of chaos. This year, it’s all about AI.

Absolutely.

That’s no surprise to anyone here. The conversation at Cannes is buzzing with AI. Let’s jump right in.

Publicis released a satirical ad titled “The Wrong Promises,” showcasing outrageous claims made during pitches, like “you don’t have to pay us until you win a Lion.” It’s quite a statement.

Yes, it is.

What are you hearing in these discussions that leads to such wild promises about AI?

Thanks for mentioning our fun video. It was designed to spark conversations like this. The current state of the industry is wild. I’ve been in this business for a long time, and we’re seeing partners make all sorts of outrageous claims during pitches.

The landscape has changed dramatically, with many offers that are not beneficial for anyone involved. These promises, whether about free AI or platforms, create a dynamic that ultimately harms the industry. We need collaboration because this is a people business, and these trends can lead to long-term issues.

Not to get too philosophical, but we often discuss the pressure tech platforms exert on the media ecosystem, affecting publishers, agencies, and creators alike. The platforms can promise business results, but whether they deliver is another story. Are these AI promises grounded in reality, or are they just reactions to the pressure from these platforms?

Whenever AI is discussed, I think back to the early days of programmatic advertising. Remember when it was supposed to revolutionize everything?

No one here seems to remember that.

Exactly! Back then, it was all about automation, but we still need human insight and nuance in our partnerships. The AI narrative feels like a repeat of that programmatic hype, with promises of complete automation that simply haven’t materialized.

Publicis and Digitas have made significant investments in this area. You were early to the game, acquiring Influential in 2024 to analyze the creator ecosystem. How do you view these products and platforms in a landscape filled with exaggerated promises?

For us, particularly with Digitas AI, we aimed to empower our team to think creatively about their daily tasks and identify areas where automation could free up time for more strategic work. It’s been fascinating to see how young talent in the industry has leveraged this approach to solve real business problems.

As a Gen Xer, I often say, “Hackers wanted.” If you have a curious mindset, you can achieve more than I did in my early days. This approach allows us to use data and AI to generate better ideas and workflows, ultimately leading to more innovative outcomes for our clients.

You’re clearly a Decoder veteran, leading us right into the next questions. I’m curious if AI is a top-down or bottom-up change agent. You recently restructured Digitas, introducing new roles like chief intelligence officer and chief transformation officer. What’s the purpose of these roles?

[Laughs] I hope he hears this because it’ll make him laugh.

It’s exciting! What are these roles designed to accomplish?

You’ve always inspired me to think about organizational structure and decision-making. When we first discussed this, we had just established our culture of being fearless, inventive, and generous. That still guides our decision-making.

We needed to rethink our structure to enable our various practices to scale more effectively. Our chief intelligence officer role focuses on leveraging data and analytics to create an intelligent platform for our teams. The chief systems officer role redefines how we approach client conversations about marketing systems. Finally, the chief transformation officer role addresses the shift from CMOs to CGOs, focusing on building capabilities and transforming solutions.

What exactly is a CGO?

Chief growth officer.

I’m a journalist, not an innovator.

[Laughs] That’s why we’re friends. I make things up.

I recently attended a CMO Council event where the rise of the CGO was a hot topic. CMOs are now expected to build capabilities rather than just create marketing magic. They need partners to help them transform their solutions, making it both a people and tech challenge.

You’ve always been data-driven. The marketing function is now closely tied to business results, as we see with tech platforms. Mark Zuckerberg often emphasizes that you can just pay Meta to handle everything for you, from creative to audience targeting. This aligns with the CGO role, where marketing is now a business function requiring a data layer. How does creativity fit into this new paradigm?

Creativity remains essential. Brand building and authenticity are crucial for growth, especially with the rise of LLMs. Brands must be genuine in their messaging to resonate with consumers. While creativity needs to be integrated into a system, it should also be informed by data to adapt and improve.

The traditional CMO role is fading, and marketing must drive commercial and shareholder value.

You heard it here first: the CMO role is dying.

The previous version of the CMO, yes. We’re in a chaotic world of convergence. If CMOs aren’t considering their data layers and how to connect with consumers, they’ll struggle in the future. Whether it’s CMO 2.0 or transitioning to CGO, that’s the future of marketing roles.

The audience here at Cannes knows this, but for those listening to Decoder, the conventional wisdom was that CMOs had a short tenure, often just two years. You’d execute one big campaign and then be out.

[Laughs] Yes.

I hope everyone heard that knowing laughter.

If you create a marketing system, you can extend your tenure beyond two years by building a growth engine. If you’re only focused on a couple of major campaigns, you won’t last long.

I want to discuss two themes: data at scale and creators. There’s a phrase I’ve heard from Meta and other platforms: “creative is the new targeting.”

That sounds like a demand for unprecedented output — “We’ll find your customer; just feed the machine.”

You have two choices: either let AI generate creative or rely on a multitude of creators and influencers. How do you integrate a growth engine in a world where platforms promote this idea?

Understanding your consumers and their behaviors is crucial. You need to see how they respond to creative content.

“Creative is new targeting” doesn’t resonate with me.

It’s a terrible phrase! Creative should be emotional and magical, not just a targeting tool. Brands that succeed are those that create contextually relevant content, understanding their audience deeply.

We don’t need more content. Does anyone want more content?

Exactly! The notion that “creative is targeting” assumes an endless supply of content, which is a flawed perspective. We need to decouple these concepts and focus on learning from our audience’s reactions.

Let me challenge you on this. Mark Zuckerberg argues that they know more about Instagram users than anyone else and can deliver the right creative at the right moment. This is akin to programmatic advertising, but now with advanced AI capabilities. The implication is that you should let Meta handle your creative needs.

No agency will create something that niche, but Publicis’s acquisition of LiveRamp aims to leverage data against Meta, asserting that they understand customers just as well. Why would Meta cooperate?

Because people are complex. If I see the same ad repeatedly, I’ll lose interest. It’s essential to understand consumer behavior and avoid overwhelming them with repetitive messaging.

We advise clients to engage with various platforms because consumers interact with different platforms for different reasons. Why would you invest all your resources in one place?

Some platforms are better at collaboration than others. As they face challenges, they tend to lean into partnerships. Ideally, we want to collaborate on data to benefit our clients and consumers.

In the agency world, there’s a trend toward bundling services. Publicis is massive, and Omnicom just acquired IPG. What’s driving this bundling?

It’s about creating a cohesive system. I previously discussed building commerce capabilities, and acquiring Profitero was part of that strategy. We aim to provide clients with a streamlined approach to navigating the complex landscape of retail media.

The acquisition of Influential was also about creating a channel for creators. Bundling these capabilities simplifies the process for clients, who often face a fragmented landscape.

Let’s talk about Influential. It was a significant acquisition aimed at scaling your creator strategy. How’s that going?

It’s going well! We’ve integrated their technology with our identity system, allowing us to understand consumer behavior better and connect them with the right creators. Creators can communicate authentically with audiences, which is essential for brand messaging.

What happens after a creator promotes a product? Does it lead to searches or direct purchases?

It varies. TikTok shops are gaining traction, allowing creators to promote products with a one-click purchase option. Brands accustomed to traditional retail channels face challenges in adapting to this model, but the goal is to facilitate direct purchases through creator interactions.

I’ve been asking web companies why anyone should create a website now. If I were starting a new venture in 2026, I’d likely focus on platforms like TikTok. The response from web companies is often about legitimacy and avoiding platform fees. Do you see this changing?

Interestingly, we’re seeing an uptick in requests for website revisions.

To optimize for generative engines?

Yes, and more. The future of websites is about knowledge and authenticity. Brands need to establish their online presence to build legitimacy and foster direct relationships with consumers.

Who are you targeting with this information? Consumers or AI agents?

Both. We’re building for humans and machines.

What do you think happens as search evolves? Google’s demos often end in transactions, and they’re moving toward intelligent shopping carts that streamline purchases. Is there a hedge against this trend?

It’s a hedge, but many brands see Amazon as a significant threat. They need to maintain their brand identity and not become commoditized by relying solely on platforms like Amazon or Google.

Are they competitors in this space?

I’m not sure. I don’t shop on Google, so I can’t compare them directly.

Have you ever planned a trip using Google?

No, I use a different app for that.

The idea of agents planning purchases for you raises concerns about trust. What keeps consumers engaged with brands?

Trust is crucial. Consumers will disengage if they feel overwhelmed by ads. Brands need to create authentic connections with their audiences.

Let’s switch gears. AI has been touted as a game-changer for marketing, but is it just another hype cycle?

I think AI is misunderstood. It’s a marketing problem, and the real challenge lies in how it’s applied. Companies that adapt quickly will thrive, just as those who embraced electricity during the industrial revolution did.

Will this alleviate concerns among students about job security due to AI?

Yes, we want to attract young talent. They’re adept at using technology and can contribute significantly to our industry.

Do you believe AI-generated creative will ever reach a high standard?

I don’t think so. Human creativity and storytelling are irreplaceable. AI can enhance the creative process, but it can’t replace the core ideas that come from human minds.

Is generative engine optimization (GEO) just another trend?

No, it’s a response to the need for better curation of information. It requires marketers to engage with various platforms to ensure they’re positively influencing LLMs.

Have you adjusted your SEO practices to accommodate this?

Absolutely. Our SEO team has grown significantly as we adapt to these changes.

Can you measure the impact of LLMs on your strategies?

Yes, we have systems in place to audit our share of voice and identify areas for improvement.

Why do you think everyone is making podcasts now?

It’s a way to create long-form content that resonates with audiences and feeds into LLMs.

Let’s wrap up with a lightning round. Adam Mosseri recently discussed customizing Instagram algorithms, which could distort our shared media experiences. Is this a good development?

It’s terrible.

Is there anything we can do about it?

Avoid engaging with it.

How do you disengage from Instagram?

By choosing not to participate. We need to foster community and connection, not isolation.

What keeps platforms honest in this competitive landscape?

Consumer behavior and brand investments will ultimately dictate the direction of these platforms.

Finally, what’s next for Digitas?

We’re focused on building marketing systems that help brands create growth engines, integrating various capabilities to facilitate their success.

Thank you, Amy!