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TBWA 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 partnership agreements with AI providers, such as Adobe, Microsoft, Google and DALL-E.
The Collective AI platform includes custom tools such as Edges AI, which are cultural trends collected over almost a decade of daily uploads from TBWA’s global collective of Spotters.
The impact of those trends on behavior is quantified through proprietary global quantitative research. Edges AI brings these inputs together to help brands understand the strength, velocity and spend associated with cultural trends for their particular category and then generates ideas for how to capitalise on them in ways that are consistent with the brand’s positioning.
Feed AI is an extension of TBWA’s specialist social media offering, which amplifies GPT to act as a social media specialist. It's trained on case studies and data to provide solutions in research, strategy, ideation and planning.
“Collective AI doesn’t just allow us to do our jobs better, it will fuel the very best of the future, as well,” TBWA\Worldwide global CEO Troy Ruhanen said.
“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.”
TBWA’s progression in AI is being 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 said the agency has 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."
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