The Group said that Potentialis is rooted in its belief that AI should help people become more powerful, not more replaceable.
Publicis Groupe Middle East has unveiled Potentialis, a human-centered AI training initiative designed to integrate artificial intelligence into daily workflows across its regional agencies.
Designed to future-proof talent, the Group said, Potentialis gives teams the “confidence, structure, and practical guidance they need to work effectively with AI in their day-to-day roles.”
In a statement, the Group said that Potentialis is rooted in its 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,” the statement reads.
At the heart of the program is the Potentialis Playbook, a 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,” the statement reads.
It added that 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.
Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, “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.”
