TL;DR:
- Omnicom collaborates with Google to integrate generative AI models into its Adtech platform.
- The partnership aims to enhance creative capabilities and offer personalized advertising opportunities.
- Generative AI tools like ChatGPT, Bard, and DALL-E enable dynamic content creation.
- Omnicom utilizes Google Cloud’s Vertex AI capabilities, including Imagen and PaLM 2.
- Imagen allows customized studio-grade image generation at scale with data governance and low latency.
- The integration empowers agencies and teams with access to innovative generative AI models.
- Omnicom plans to train machines using brand marketing copy archives for custom AI models.
- The collaboration signifies a long-standing partnership between Omnicom and Google.
Main AI News:
In a groundbreaking move, Omnicom, a renowned marketing communications company, announced its partnership with Google during the prestigious Cannes Lions 2023 event. The collaboration marks a significant milestone as it represents the first-ever commercial application of Google’s revolutionary generative AI models within Omnicom’s Adtech platform.
The primary objective of this integration is to augment the creative capabilities of Omnicom’s Adtech platform while offering brands personalized and highly effective advertising opportunities. By leveraging the power of generative AI tools, such as ChatGPT, Bard, and DALL-E, brands will gain access to a new realm of possibilities in content creation. This integration paves the way for the creation of dynamic and engaging content that captivates audiences.
Omnicom will leverage the advanced capabilities of Google Cloud’s Vertex AI, with a particular focus on its foundation models, including Imagen and PaLM 2. PaLM 2, an expansive language model (LLM), offers Omnicom an innovative tool to generate text-based content. On the other hand, Imagen, akin to DALL-E, empowers companies and brands to generate and customize high-quality images at scale. Imagen’s ability to seamlessly process input text while maintaining enterprise-grade data governance and minimal latency positions it as a valuable asset for creative professionals.
With this integration, the Omni platform grants agencies and teams exclusive access to these cutting-edge generative AI models. Embracing an open operating system approach, Omni enables swift integration of these innovative models, providing thousands of Omnicom employees with instant access. Jonathan Nelson, CEO of Omnicom Digital, expresses his enthusiasm, stating, “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.“
Omnicom’s interest in video content is also apparent, with reports indicating a close examination of Google’s developed models, trained using copyright-free data. Nelson highlights the significance of Imagen, emphasizing its copyright-free nature, which opens up vast opportunities for advertising applications.
June Yang, the Vice President of Cloud AI and Industry Solutions at Google Cloud, underlines the commitment to partnership with Omnicom, enabling marketers to effortlessly create studio-grade images with mask-free editing for any business need. The seamless integration of these tools within a familiar platform, with minimal typing prompts required, further enhances the appeal for marketers and creative professionals.
Looking ahead, Omnicom plans to train its machines using data extracted from brands’ marketing copy archives, thus developing custom AI models tailored to specific needs. This forward-thinking approach showcases Omnicom’s dedication to harnessing the full potential of AI technology to deliver unparalleled results for its clients.
It is worth noting that the collaboration between Omnicom and Google is not a recent development. These two industry giants have been working together for decades, fostering a fruitful relationship that includes their joint participation as alpha partners for clean room integrations.
Conclusion:
The integration of generative AI models into Omnicom’s Adtech platform through the partnership with Google represents a significant milestone in the market. It enables Omnicom to offer enhanced creative capabilities and personalized advertising opportunities to brands. The utilization of state-of-the-art generative AI tools opens up new possibilities for dynamic content creation. With access to Google Cloud’s advanced capabilities, such as Imagen and PaLM 2, Omnicom can deliver studio-grade images and text generation at scale, while maintaining data governance and low latency. This collaboration highlights the industry’s shift towards leveraging AI technologies to revolutionize content creation and advertising.
