Marcel is A.I. software built by, and for, the Publicis Groupe to be used as a digital assistant by the roughly 18,000 employees within the Groupe. It is named for the founder of Publicis, Marcel Bleustein-Blanchet. If you are thinking this sounds like Google Assistant or Siri or Bixby you are correct—except Marcel is far more robust.
The problems to solve were:
- What does Marcel look like
- How does it act
- How do users engage with it (via the phone, desktop, watch, etc.)
- How does Marcel engage with users
- What is the visual identity
Nine offices were asked to contribute ideas. I was the representative of one of those offices. I am going to take you through my thinking and how I ended up where I ended up.