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How AI can help with data-driven marketing campaigns

Dec 27, 2023 - businessinsider.com
Omnicom, a New York-based marketing and communications company, has integrated artificial intelligence into its in-house operating system, Omni, to optimize data-driven decision making. The company partnered with Microsoft to develop Omni Assist, a generative AI virtual assistant that uses Omnicom's vast data set of over 14 petabytes to provide insights through a human-like interface. The AI assistant enables users to analyze data more quickly and efficiently, providing a starting point for marketing campaigns and workflows.

The project underwent an eight-month prototyping phase and is currently in the closed beta stage, having been rolled out to select Omnicom agencies and clients. The success of the generative AI is being measured by the time taken to complete specific tasks. In the future, Omnicom plans to incorporate a generative AI image tool into Omni Assist through a partnership with Getty Images, and continue to find the perfect balance between human and machine interaction.

Key takeaways:

  • Omnicom is a marketing and communications company that uses an in-house operating system called Omni, which is powered by over 14 petabytes of data, to create data-driven marketing campaigns.
  • Omnicom has developed Omni Assist, a generative AI virtual assistant that sits within the Omni operating system, to optimize the use of data and speed up workflows.
  • Omnicom partnered with Microsoft to gain access to the latest OpenAI GPT models via Azure, which was crucial in the development of Omni Assist.
  • Omnicom is measuring the success of the generative AI by the time taken to complete specific tasks, with the aim of reducing the time needed for human intervention.
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