From instinct to intelligence: How Omnicom and Google are using AI to rethink ad creativity
LONDON: When Omnicom Advertising and Google launched what they describe as the first artificial intelligence-powered creative intelligence system in the Middle East this April, the promise was unusual: that a machine could tell a creative director not just what was weak in an ad, but what it would take to make it more effective, more memorable and more likely to convert.
The project combines Google’s ABCD framework with Omnicom’s proprietary creative AI to pressure-test advertising before it runs. Built exclusively to assess YouTube ads, it is being positioned as a new way to evaluate and improve creative work.
Built exclusively to assess the effectiveness of YouTube advertisements, the project has been positioned as a transformative new tool in how creative work gets evaluated and improved.
“We’re in a place where the clients are continuously being asked by their organizations on how they’re spending their money,” Noah Khan, chief innovation officer at Omnicom Advertising for the regions of Central and Eastern Europe and Africa and the Middle East, told Arab News. “Any data points we can give them (…) just make it a lot easier for them to sell an idea internally or get funding to see (it) through.”
