Omnicom 'ArtBot' Will Do For Creative What AI Has Been Doing For Media, So Far

Omnicom, which may be the most all-in-on-AI holding company, this morning released its own, proprietary generative AI content-creation platform.

Dubbed ArtBotAI, it wasn't clear how Omnicom's new tool differs from other generative AI art creation tools including OpenAI's DALL-E, or even one I just stumbled on vis a vis a Google query named "ArtBot," but if you look at a recent sizzle reel (see above) it published on YouTube, you can get a sense of the omni AI direction it is heading in -- especially AI-generated creative.

And given that much of Omnicom's initial efforts in AI focused more on media, planning, data, and culture, it makes sense that it would be turning its attention to creativity now.

In fact, during my conversations with Omnicom execs leading the AI charge in recent years -- especially its OMNI operating system -- they've acknowledged that it has been easiest to on-board media and analytics people than creatives to date, but that's mainly because it has been more difficult to demonstrate the relevance -- and to overcome the fear factor -- for creatives so far.



"Elegance at scale -- that was the original idea behind ArtBotAI," Omnicom CTO Paolo Yuvienco explains in today's release, adding: "Brands are demanding more customized content at scale, but their content studios and one-off tools slow down, get more expensive, and lose out on quality and performance when they try to do more with them. There's never been a core product that could integrate their creative assets, templates, MarTech, AdTech, AI, and first and third-party data. ArtBotAI replaces a messy ecosystem with something simple, beautiful and powerful to serve our client's content needs."

2 comments about "Omnicom 'ArtBot' Will Do For Creative What AI Has Been Doing For Media, So Far".
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  1. Ed Papazian from Media Dynamics Inc, July 11, 2024 at 10:34 a.m.

    I may be wrong on this, Joe, but I'm wondering exactly what this has done for media planning.---let alone media buying. Are their media plans 50% "better" than before? Indeed, how many of their clients have made drastic revisions of their media mixes based on this "tool"?

  2. Joe Mandese from MediaPost Inc., July 11, 2024 at 11:44 a.m.

    @Ed Papazian: if you mean the Art it tool, probably little or nothing, but I was referring to other generative AI tools, as well as Omnicom's OMNI OS, etc., which have had a quicker onboarding with Omnicom's media people.

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