TBWA’s “Collective AI” Redefines the AI Landscape
TBWA — The Disruption® Company — has launched its AI platform, Collective AI. The platform is built on Omnicom’s end to end Gen AI suite of services and takes advantage of the company’s first-to-market partnership agreements with leading AI providers but is distinctively fed on a one-of-a-kind diet of Disruption®. Leveraging over 50 years of TBWA’s disruptive ideas and insights from more than 11,000 creative minds in over 40 countries, Collective AI has a treasure trove of TBWA-built experiences fueling its output.
Collective AI is the doorway to all the AI tools available to TBWA employees and clients. It includes custom AI applications, uses TBWA’s extensive archives, and is powered by Omni’s first-mover, partnerships negotiated with Adobe, Microsoft, Google, DALL-E and more.
The Collective AI platform includes custom tools such as:
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Troy Ruhanen, TBWA\Worldwide Global CEO says,
“Collective AI doesn’t just allow us to do our jobs better, it will fuel the very best of the future, as well,”
“The conventional wisdom is that AI is helping with automation and efficiency for the tasks we already do today. While that is true, the real power of AI is much, much more – moving us away from interruptions towards content and brand experiences that people want to embrace and that solve real business problems and exercise real cultural opportunities.”
Moving beyond content in the age of AI
TBWA’s progression in AI is being expertly led by Global Chief Product Officer Deepthi Prakash and Global Head of Data Intelligence and AI, Michael Horn, in collaboration with Omnicom’s CTO, Paolo Yuvienco.
Prakash says,
“Our creativity extends beyond making content. We have long developed physical and digital products, applications and experiences. The beauty of AI is that we can now scale that without an army of people. With valuable functionalities like no-code development or 3D modeling, we can help more brands bring distinctive products, services and experiences to market.”
Products, services and experiences like:
- For Nissan, TBWA\Hakuhodo created Iruyo: A Furry Robot driven by machine learning to calm babies during car rides.
- For Golden Circle, an Australian food brand, TBWA held a competition for kids to design their perfect lunchbox. The hand-drawings were rendered into AI-created designs to be 3D printed – turning the digital into physical.
- Alongside the Riky Rick Foundation TBWA\Hunt Lascaris produced Stronger – a song that used AI to assemble the late rapper’s tweets into lyrics that challenged the stigma around mental health.
TBWA is renowned for its ‘always in beta’ mindset and with the development of Collective AI, TBWA and Omnicom are demonstrating how creativity and scale will drive the industry and get our clients to the future faster.
Collective AI is part of Omnicom’s strategy to infuse Gen AI into every facet of its business to make its people more effective, its operations more efficient and to drive transformative outcomes for clients.
About TBWA\Worldwide
TBWA is The Disruption Company®. We are a Collective of creative minds with an unlimited creative canvas. We create brand platforms that defy convention and compete with culture. Thanks to our trademarked Disruption® methodology, we build the world’s strongest brands. Brands that own an unfair share of the future. Named one of the World’s Most Innovative Companies by Fast Company in 2023, 2022, 2021, 2020 and 2019, TBWA is also Adweek’s 2022, 2021 and 2018 Global Agency of the Year and AdAge’s A-List 2022 Network of the Year. Our Collective has 11,000+ creative minds in over 40 countries, and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, TBWA\Media Arts Lab, TBWA\Health Collective and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Nissan and Singapore Airlines. Follow us on LinkedIn, X (formerly Twitter) and Instagram. TBWA is part of Omnicom Group.
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