Publicis Sapient & AWS: an Alliance to Rebuild Enterprise IT

The pressure on enterprises to modernise legacy IT systems has intensified as digital transformation shifts from aspiration to business imperative.

Businesses are struggling with the complexity of modernising critical systems whilst maintaining operations, as service providers specialise in either strategy consulting or technical implementation – meaning that strategic partnerships between digital transformation specialists and cloud providers have become increasingly valuable.

Bridging this divide, offering end-to-end transformation capabilities that address both strategic direction and practical execution challenges, Publicis Sapient has announced a five-year global strategic collaboration agreement with Amazon Web Services (AWS) – aiming to accelerate enterprise IT workload modernisation and migration whilst developing personalised customer experiences that deliver measurable business impact.

How Publicis Sapient and AWS are tackling enterprise modernisation challenges

The collaboration combines Publicis Sapient's expertise in digital business transformation through its Strategy, Product, Experience, Engineering and Data and AI (SPEED) methodology with AWS's cloud services.

This integration will focus on accelerating the migration of legacy systems to cloud environments, which typically involves moving outdated computing infrastructure to modern cloud-based solutions.

Publicis Sapient will also develop new use cases that enable businesses to utilise their data with Gen AI tools to create and scale personalised digital assets – and these assets will support customer conversion, acquisition and retention – which are critical metrics in digital business performance.

The partnership will help enterprises optimise and automate the software development lifecycle, referring to the process of planning, creating, testing and deploying software applications to support more efficient software development and faster market delivery.

“Publicis Sapient has been a proud partner of AWS for many years and we're excited to deepen our commitment by combining the world's most broadly adopted cloud with our extensive experience in driving digital business transformation,” says Nigel Vaz, Chief Executive Officer of Publicis Sapient.

“Our collaboration puts the power of AWS's advanced Gen AI services at the fingertips of our shared C-suite customers globally, from CEOs, CIOs and CMOs, to deliver transformative value with AWS security, reliability and scalability.”

AI’s role in the collaboration

Clients of both companies will gain access to Publicis Sapient's proprietary tools, including Bodhi, an enterprise AI/ML platform built on AWS.

Bodhi leverages Amazon SageMaker, a service that helps developers build machine learning (ML) models and Amazon Bedrock, a service for building and scaling Gen AI applications, to offer model selection and enterprise capabilities.

The platform includes safeguards, data protections and responsible AI principles to provide clients with confidence when building and deploying production-ready use cases.

Customers can also utilise Publicis Sapient's Slingshot, an AI-powered platform built on Bodhi that accelerates legacy modernisation and software development.

“In today's business landscape, personalisation at scale is key. Our collaboration with Publicis Sapient merges AWS's advanced AI services and industry-leading security with their digital transformation prowess,” says Matt Garman, Chief Executive Officer of AWS.

“Together, we're accelerating cloud adoption and deploying production-ready AI solutions.”

New AWS business unit showcases commitment to enterprise digital transformation initiatives

As part of the collaboration, Publicis Sapient has established an AWS business unit, investing in teams and capabilities across business development, sales, marketing and operations – including business analysts and data and AI scientists.

The two companies will also invest in developing scalable, up-to-date capabilities, including:

Transformational journeys for customers: Publicis Sapient and AWS will combine resources and expertise to assist customers in accelerating their cloud adoption and migration, including through new solutions available in AWS Marketplace.

A roadmap of future technologies: Publicis Sapient and AWS will build and bring to market new Gen AI solutions to meet industry-specific use cases for digital business transformation and AI for marketing.

Talent growth and development: Publicis Sapient is investing in training and certifications to upskill its workforce to become experts in AWS technology, including its leading AI and ML services.

“The AWS and Publicis Sapient collaboration showcases the power of Gen AI in driving IT modernisation and delivering personalised customer experiences at scale,” says Abdulgader Attiah, Chief Data and Technology Officer of Saudia Group.

“It’s great to see Publicis Sapient and AWS collaborating to drive greater value to enterprises’ digital business transformation initiatives powered by AI,” adds Gard Little, Research Vice President with IDC's Global Services Markets and Trends research team.

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