Microsoft Corp. (NASDAQ: MSFT) and Publicis Groupe (Euronext Paris: FR0000130577) announced an expansion of their strategic partnership to develop AI-powered marketing solutions, according to a press release statement.

The partnership builds on the companies' previous collaboration that created Marcel, an AI platform launched 10 years ago. The expanded agreement focuses on developing what the companies describe as a full-stack marketing solution that integrates legacy systems, AI agents, and identity-based data.

Under the partnership, Publicis Sapient's Slingshot framework will utilize Microsoft Azure to help organizations migrate legacy systems to cloud-native foundations. The solution will integrate Microsoft Copilot Studio, Microsoft Agent 365, and Microsoft IQ into business processes through Sapient's Bodhi platform.

The partnership centers on Epsilon, Publicis' data intelligence platform, which the companies plan to integrate with Microsoft Fabric to enable AI agents to process proprietary customer data. According to the announcement, these AI agents will be designed to identify customer segments, generate content, deploy campaigns, and optimize spending.

As part of the agreement, Publicis will deploy Microsoft 365 Copilot to its 114,000 employees worldwide and has selected Microsoft Azure as a preferred cloud provider. Publicis will also serve as Microsoft's global media agency of record.

"Ten years ago with Microsoft we co-created Marcel, marketing's first AI platform," said Arthur Sadoun, CEO of Publicis Groupe. "Now we're partnering again to shape the industry, this time as our clients confront the dynamics of the agentic era."

Judson Althoff, CEO of Microsoft's commercial business, stated that the partnership reflects their belief that "AI must do more to serve humanity by empowering creativity and innovation."