- Omnicom built an AI assistant to optimize marketing using its data.
- Dubbed Omni Assist, the chatbot taps OpenAI API and resides in Omnicom’s OS.
- The goal is to aid human marketers, not replace them, says Omnicom’s CTO.
New York-based marketing communications leader Omnicom built an in-house platform called Omni in 2018 to enable its agencies to create more targeted ad campaigns. However, complex datasets still pose challenges for employees looking to derive insights.
Omni assist, the “virtual assistant”
To optimize decision-making and innovation, Omnicom developed a virtual assistant called Omni Assist that sits within its operating system. The generative AI taps the company’s troves of marketing data to surface recommendations.
Omnicom enjoyed exclusive initial access to OpenAI’s latest natural language systems in January through a Microsoft Azure partnership. Omni chief technology officer Paolo Yuvienco said the early adoption opportunity allowed his team to build prototypes quickly and iterate them.
ChatGPT integration
The integrations with systems like GPT differentiate Omni Assist from public chatbots by grounding responses in Omnicom’s real-world cases.
Yuvienco gave the example of the AI instantly suggesting targeted influencer budgets and plans to execute a hypothetical campaign.
Currently, in closed beta, Omni Assist aims to quicken work rather than eliminate human roles significantly. Omnicom gauges efficiency gains by tracking metrics like task times to ensure a responsible rollout.
A balance between human marketers and AI
Yuvienco ultimately envisions the perfect balance between human marketers and machine aids, transforming advertising and every industry.
Upcoming partnerships with Getty Images hint at expanded use cases in 2024 and beyond.
