By Leo Marchandon and Noemie Naudin

(Reuters) -French advertising firm Publicis on Monday raised its full-year organic growth forecast for the second time, highlighting artificial intelligence products as its main growth driver.

“It is artificial intelligence that allows us to accelerate our clients’ growth and to accelerate our own,” CEO Arthur Sadoun said in a press call, noting continued strength in client spending and marketing budgets.

At a time when doubts swirl over whether AI is more hype than substance, Publicis argues that it can only bring benefits when put to use in the right structure.

The company reported that 73% of its operations are now AI-powered, emphasizing that it is about having the data and the technology to extract the most out of AI.

“AI alone does not work,”

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