Google and Omnicom Collaborate to Enhance Advertising with Generative AI

Omnicom has partnered with Google to integrate the search giant’s generative AI models into its ad tech platform. This collaboration marks the first commercial application of Google’s generative AI technology, which was previously not widely available. Through this integration, brands will gain access to generative text and image capabilities, enabling them to create dynamic and engaging content. This innovative partnership aims to enhance the creative capabilities of Omnicom’s ad tech platform and provide brands with new opportunities for personalized and impactful advertising.

Omnicom will leverage the capabilities of Google Cloud’s Vertex AI, specifically its foundation models such as PaLM 2 and Imagen. PaLM 2 is Google’s large language model for text and Imagen is similar to DALL-E, for generating images.Imagen allows organizations to generate and customize studio-grade images at scale from input text with low latency and enterprise-grade data governance.

Through seamless integration into their open marketing orchestration platform Omni, agencies and client teams will now have unprecedented access to these powerful models. This integration will enable expediting the content development process, providing enhanced efficiency and creativity.

Jonathan Nelson, CEO, Omnicom Digital said,

We’re thrilled to have another first-mover advantage with Google Cloud’s foundation models and to continue strengthening the use of Generative AI within Omnicom.

By creating Omni as an open operating system, we’re able to quickly integrate these innovative models and mobilize them to thousands of Omnicom employees that use Omni. We’re especially excited to see how Imagen will unlock greater inspiration for our people and elevate the ideas created for clients.

As reported by Adage, Nelson further mentioned that they are closely looking at the video. The models developed by Google were trained using “copyright-free” data. The issue of copyright has hindered the broader adoption of certain AI applications in marketing as agencies and brands have concerns about utilizing the material for which they don’t possess proper licensing.

Nelson said,

Their version of Imagen is particularly interesting because it’s copyright-free which is a huge deal for us so it can be applicable to advertising.

June Yang, Vice President of Cloud AI and Industry Solutions at Google Cloud,

Our partnership with Omnicom deepens this commitment as it allows marketers to create studio-grade images with mask-free editing for any business need, in a platform where they are already familiar, with only a few typing prompts. We cannot wait to see what they create!

Adage reported Omnicom will train machines using data from brands’ entire marketing copy archives to develop custom AI models. Nelson introduced the concept of “data stacking,” where the agency combines its own data with clients’ data, specifically benefiting media and optimization. This approach enables the creation of proprietary products based on the developed models.

This partnership is the latest collaboration between Google and Omnicom, who have closely collaborated together for decades. This includes their early collaboration as an alpha partner for clean room integrations with Ads Data Hub.

Interesting Read: Microsoft Store Ads Expand to Bing Search Results, Empowering Global Advertisers