New Delhi: Omnicom has introduced the next generation of Omni, an AI-driven marketing intelligence platform designed to seamlessly connect strategy, execution, and performance across the marketing ecosystem, ultimately driving measurable sales growth for brands. The company explained that the revamped Omni leverages the combined strengths of Omnicom and the recently acquired Interpublic, merging creativity, media, data, and AI to thrive in a “platform-dominated” marketing landscape. Omnicom stated that Omni consolidates its “Connected Capabilities, ” data, identity, and AI into a unified operating system. It harnesses the integrated data, technology, and talent from both Omnicom and Interpublic, including Acxiom, Flywheel Commerce Cloud, Interact, and an enhanced agentic AI framework. According to the company, the platform’s foundational stack comprises 2. 6 billion verified IDs and “trillions of signals, ” along with $73. 5 billion in annual media and commerce buying power.

It also features an end-to-end creative and content production infrastructure and autonomous agent systems that coordinate intelligence across creativity, media, commerce, and measurement. “Omni connects the entire spectrum of modern marketing—audience insight, creativity, media, and commerce—within a single, open, and adaptive platform, ” said Duncan Painter, CEO of Omni. He emphasized that the platform is intended to support teams, “not to replace their judgment or imagination. ” John Wren, Chairman and CEO of Omnicom, remarked that the company’s “Connected Capabilities” will perform best on a unified platform that breaks down silos, unites teams and systems, and delivers enhanced precision and speed. Omnicom highlighted that the platform’s data and identity layer is anchored by Acxiom RealID, which it described as the largest ethically sourced identity network with 2. 6 billion verified global IDs, enriched with media, content, cultural, and commerce signals, including Flywheel Commerce Cloud, noted as the largest digital transaction dataset. On the creative front, Omnicom shared that Omni incorporates AI-native tools to accelerate workflows while ensuring “human creativity firmly remains in the driver’s seat. ” They claimed production speeds improve by 25–55% and cost savings are achieved through content systems that analyze brand identity, streamline production, and maintain on-brand assets. The company further positioned Omni as an end-to-end workflow spanning insights, creative development, media planning, commerce activation, investment optimization and buying, and measurement, all while retaining decision-making authority with human teams through transparent AI recommendations and oversight. Additionally, Omni features an open architecture that integrates with existing martech, safeguards data ownership, and adapts to regional and sector-specific requirements.