Omnicom unveils Omni 3.0 at Cannes

By Abimbola Mohammed

Omnicom Group has unveiled Omni 3.0 capabilities, a generative AI capability tech and also industry’s first connected commerce orchestration solution. Named Omni Assist, it generates AI capability and is also a virtual assistant that helps ad agency employees with tasks across the advertising process such as compiling audience insights and building media plans.

This was made known during the opening day of the Cannes International Festival of Creativity in France.

Recall that Omnicom in February said it intended to embrace generative AI as soon as possible.

According to Omnicom, the offering stems from its partnership with Microsoft, which provided “first-mover enterprise access” to its latest Open AI GPT models within its Microsoft Azure Cognitive Services platform.

Omni Assist will help develop audiences, media plans and activations and measurement techniques. The company said the capability would reduce the amount of time to do some tasks from days to minutes and more generally shorten the time needed to get client campaigns from drawing board to market.

John Wren, Omnicom CEO, said: “We’re embracing Generative AI as quickly as possible to enhance the capabilities of our best and brightest people, and deliver better outcomes for our clients.”

The announcement was timed to Omni’s fifth anniversary and signals the launch of Omni 3.0, which is fully powered by Generative AI.

In addition to Omni Assist, Omni 3.0 capabilities which include Omni Commerce, was also unveiled at Cannes.

Omnicom noted that this move will enable company commerce teams to maximize brand awareness and increase the effectiveness of their clients’ retail media investments.


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