Core42 and Publicis Groupe Middle East Partner to Advance Generative AI Applications

Bassel Kakish and Andrew Jackson

Core42 has partnered with Publicis Groupe Middle East, a regional leader in marketing, communication, and digital business transformation, to further enhance its Jais Arabic large language model (LLM) and increase its ability to generate content that is specifically suitable for the marketing and communications industry.   

The new partnership was signed by Andrew Jackson, executive vice president and chief AI officer, Core42, and Bassel Kakish, chief executive officer at Publicis Groupe Middle East & Turkey during GITEX GLOBAL at Dubai World Trade Centre.

As the world’s highest-quality Arabic LLM, Jais is already transforming generative Artificial Intelligence (AI) across the Arabic-speaking world. Under the agreement, the two parties will further develop the tool so it is able to generate content that is marketing-aware while being even more culturally sensitive for the region than it already is. 

Further development will also enable it to better understand and produce content that incorporates the various dialects and nuances of the Arabic language. 

Commenting on the new partnership, Andrew Jackson, commented, "Today's partnership with Publicis Groupe Middle East represents a significant leap forward in the realm of generative AI for the marketing industry. We are excited to take our already world-class Jais Arabic language model to new heights by collaborating with industry specialists, to make it not only more culturally sensitive but also highly attuned to the specific needs of those within the marketing field. This collaboration underscores our commitment to leveraging the power of AI across every domain and we look forward to the possibilities this collaboration will bring forward."

Bassel Kakish said, "We are thrilled to partner with Core42 on this ground breaking project. Jais is a remarkable tool that can generate high-quality Arabic texts in a matter of seconds, enabling us to deliver faster, more efficient, and more creative solutions across various domains. Publicis Groupe was the original adopter of AI globally, and this pursuit of AI innovation is also a priority for us in the Middle East. Jais is positioned extremely well to cater for the Arabic language, providing 3,600 of our talents with access to an elevated AI tool which will revolutionise our creative and media solutions, helping us better connect with consumers.”

Jais was launched in August and is the result of collaboration between Inception (now Core42), a G42 company, Mohamed bin Zayed University of Artificial Intelligence (MBZUAI) -- the world’s first graduate research university dedicated to AI -- and Cerebras Systems.

Jais is an open-source, 13-billion parameter model trained on a newly developed 395-billion-token Arabic and English dataset. As a UAE-developed model, it empowers more than 400 million Arabic speakers with the ability to leverage generative AI across a variety of tasks in the scientific, academic, and business domains.