From instinct to intelligence: How Omnicom and Google are using AI to rethink ad creativity
Advertising giant Omnicom Group and Google are betting that the future of advertising will rely less on instinct alone and more on AI-powered creative intelligence.
The two companies have launched what they describe as the first AI-driven system in the Middle East designed to evaluate and improve advertising campaigns before they are released to the public. The initiative combines Google’s advertising performance framework with Omnicom’s proprietary creative AI tools to help marketers identify weaknesses and optimize content at an early stage.
At the center of the project is a three-layer system. The first layer uses Google’s ABCD framework for YouTube advertising, measuring four key factors: attention, branding, connection and direction. Omnicom then adds a second AI layer called “Brave Bot,” which evaluates originality, cultural relevance and creative distinctiveness. A third layer incorporates regional insights tailored to audiences across Africa, the Middle East and Türkiye.
Rather than waiting for campaign results after launch, creative teams can upload storyboards or draft video cuts and receive detailed recommendations on what to improve. The system can flag weak openings, insufficient brand visibility or limited emotional impact, then suggest concrete changes to strengthen performance.
According to executives involved in the project, the goal is not to replace creative professionals but to support them with data-driven insights. Noah Khan, chief innovation officer at Omnicom Advertising for several regions including the Middle East, described the technology as a “creative partner” that helps move decision-making from “I think” to “I know.”
The first pilot was conducted with UAE telecom operator “du,” where the system analyzed multiple video advertisements and identified issues that human reviewers had missed, including pacing problems, weak branding moments and limited emotional engagement.
The initiative reflects a broader shift across the advertising industry as AI becomes increasingly involved in campaign development, audience analysis and media buying. Omnicom is also experimenting with AI agents capable of automating parts of the advertising supply chain and optimizing media purchases.
Despite the growing role of AI, both companies insist that human creativity remains central. Their vision is to use artificial intelligence to handle analysis and optimization while leaving storytelling, cultural understanding and creative judgment in the hands of people.
The project is expected to expand beyond the Middle East to other regions, highlighting how AI is increasingly reshaping not only how advertisements are distributed, but also how creative ideas are conceived, tested and refined before reaching audiences.
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