Dubai, United Arab Emirates, 28th November – Publicis Groupe Middle East today announced Potentialis, an innovative talent-first program that embeds a human–AI collaboration model across its agencies in the region. Designed to future-proof talent, Potentialis gives teams the confidence, structure, and practical guidance they need to work effectively with AI in their day-to-day roles.
Potentialis is rooted in the Groupe’s belief that AI should help people become more powerful, not more replaceable. As AI accelerates across the industry, talents are facing new tools, rising expectations, and rapid change. Potentialis responds to this shift by giving people clarity on where AI adds value, how it can enhance their skills, and how to use it without compromising judgment, originality, or voice.
At the heart of the program is the Potentialis Playbook, a practical, multidisciplinary guide created by practitioners across the Groupe. It gathers redesigned workflows, reusable prompts and simple guidance that help people collaborate with AI intentionally without outsourcing their thinking.
The program launched with a workshop that brought together 100 talents and leaders from Publicis Groupe agencies across the UAE, Saudi Arabia, the Levant, and the wider Middle East. This group forms the first generation of AI ambassadors, whose role is to support their teams, share best practices, and champion the use of AI in ways that add value, enhance skills, and strengthen the craft across disciplines.
Potentialis builds on the Groupe’s years-long global investment in advanced AI capabilities such as CoreAI, Leonis and Slingshot, as well as ongoing upskilling and access to AI tools through Marcel, its proprietary AI platform connecting 100,000 talents worldwide. These foundations have shaped a clear philosophy: AI is most powerful when it amplifies human potential.
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “AI is not here to replace our talent; it’s here to equip them. I’ve always said that our talents are the real superheroes, and AI is the modern-day Iron Man suit – a technology that strengthens and expands what we can do. Potentialis is how we put that suit in the hands of every strategist, creator, analyst, and planner across our region. By embedding AI into our ways of working, we’re not just keeping pace with transformation; we’re shaping it. This is our commitment to building the most future-ready talent across the region.”
Jennifer Fischer, Chief Innovation & Growth Officer, Publicis Groupe MENA said, “When we began shaping our philosophy for the role of AI in our industry, the idea of the ‘Potentialis’ emerged, a new era where talent can unlock their superpowers by collaborating with AI. In this new world, skills are no longer fixed; they are fluid. AI enables people to learn faster, stretch further, and reinvent their capabilities in real time. The real competitive advantage today is rapid skills acquisition, essentially learning, unlearning, and relearning at speed. Potentialis is not just about neuroplasticity; it’s about organisational plasticity. It redefines how teams grow, adapt, and transform together.”
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