• by Laurie Sullivan , January 6, 2026

Omnicom is working with Google to create an artificial intelligence agents that improve intent signals to increase performance. The company calls the feature the "Consumer Prompt Insights Agent," intended to give brands deeper insights into how to use AI-driven search.

Using intent signals from search supports the project, along with other plans that agency executives will discuss at CES in Las Vegas this week. The move fits with Google's direction into AI-driven search supported by products such as AI Mode, Gemini, and others. 

"The idea is to understand consumer intent, given that new forms of search now offer much deeper insight into what people are looking to know," Florian Adamski, CEO at Omnicom Media Group, explained in a LinkedIn post.

Consumer Prompt Insights Agent relies on a variety of search signals that gives its advertisers a clearer understanding and way to use the deeper knowledge that search today can provide.

Artificial intelligence is providing brands with much more data and intent signals, becoming the way to not only personalize ad targeting, but has become a core engine to optimize content, Beyond personalizing ad targeting, AI has become critical for reducing purchase returns and maximize operational profits and return on investments.

While specific budget figures for 2026 AI expenditures have not been publicly disclosed, Omnicom's spending strategy is tied to its recent $13 billion acquisition of Interpublic Group (IPG), which closed in late 2025. 

Adamski wrote that advancements in AI for Omnicom does not stop with search. "As purchase journeys fragment and influence comes from everywhere, intent intelligence becomes a growth engine across channels — from paid media to content, creators and commerce," he wrote.

The project is supported by Acxiom Real ID; Flywheel, which Omnicom acquired in January 2024 and connected commerce capabilities to connect intent, identity and outcomes.

"It further strengthens our leadership in helping brands move from signals to systems — and from insights to impact," Adamski wrote. 

Jillian Davis, director of marketing technology, at Cox Automotive, which owns Autotrader and Kelly Blue Book, became an early adopter of the agents that Omnicom created with Google.

Davis said the agents reduced its competitive analyze cycle from weeks to days, and using data insights from the agents to inform everything from paid search strategy to content planning to retail partnerships.

"In an industry where a new model launch or competitor incentive can shift search dynamics overnight, we need real-time category intelligence, not monthly reports,” she said. “The platform gives us visibility into what automotive shoppers are actually searching for — not just our brand terms, but the entire consideration set."