Vodafone Teams Up with Publicis for AI-Driven, Hyper-Personalised Marketing
December 8, 2025
Vodafone has appointed Publicis to overhaul its global creative and production model. A dedicated Publicis team - spanning creatives, analysts, and account leaders - will work exclusively with Vodafone across global and local markets to build brand consistency, distinctiveness, and creative quality.
The partnership blends human creativity with AI to deliver personalised marketing at scale. Vodafone Group and five European operating companies will begin rolling out the model first.
Why this matters for creatives and marketers
- Exclusive tech access: Vodafone becomes the only telecom operator using Publicis' Leona platform in selected European markets.
- Data-rich creative: A simulated audience of 70 million telecom identities, built with agentic AI, will inform real-time, insight-led content.
- Stronger brand control: One global team, consistent assets, and faster production cycles across markets.
- Creator integration: Leona connects marketers with creators and influencers, enabling AI-led creative development.
How your workflow could change
- Briefing: Start briefs with audience simulations and predicted responses, not just historical performance.
- Concepting: Generate multiple variants tied to micro-segments, then test small before scaling.
- Production: Automate versioning by market, language, and channel while protecting brand cues.
- Activation: Sync creative with audience moments in near real time, based on live signals.
- Creator ops: Spin up creator collabs inside the same system to keep approvals and analytics unified.
What to watch
- Privacy and consent: Ensure first-party data policies and consent flows are tight and transparent.
- Bias and relevance: Audit AI outputs for skewed assumptions; maintain human review on sensitive segments.
- Creative fatigue: Personalisation can flood channels; throttle frequency and rotate distinctive brand assets.
- Governance: Define rules for prompts, brand voice, compliance, and model oversight.
Metrics that matter
- Incremental revenue and qualified leads by segment
- Creative lift: recall, message pull-through, brand distinctiveness
- Speed to market: brief-to-live cycle time and cost per variant
- Retention and NPS for targeted cohorts
- Content quality: human review pass rate, legal/compliance pass rate
Quick actions for your team
- Build a creative prompts library mapped to brand codes and channels.
- Create a micro-segmentation matrix with clear value props and proof points.
- Stand up a lightweight test-and-learn cadence (weekly learnings, monthly scale decisions).
- Draft a one-page AI governance policy for creative, media, and influencer work.
- Pilot an influencer brief that pairs human ideas with AI variant generation.
"This is the latest step in our strategy to invest in our brand and deliver business growth. With Publicis on board we have a fusion of human and artificial intelligence across our markets that will set Vodafone apart by delivering groundbreaking hyper-personalised, relevant and engaging marketing for our customers." - Anne Stilling, Brand, Insights and CXX Strategy Director, Vodafone Group
Learn more about the companies behind the move: Vodafone Group and Publicis Groupe.
Upskill your team for AI-led creative ops
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