Rapid Response: The complexity of AI continues. The importance of alignment for unlocking sustainable growth

This LinkedIn newsletter provides exclusive insight into OMD's internal Rapid Response series, created by OMD Worldwide 's Managing Director of Product, Jean-Paul Edwards . This month's edition covers the complexity of AI, and the importance of alignment for unlocking sustainable growth.

After rapid progress in 2023, there seems to be no slowdown in the technical development of AI models, services, and tools. Sora, Gemini 1.5, Gemma and EMO AI are just a few models announced in recent weeks that will impact ad creation and activation in coming months. Each in their own way will drive content availability and complexity so the importance and management of aligning and integrating a wide variety of multi-modal content is as strong as ever.?

Shift in SEO and AI-generated content?

The shifts in priorities by Google’s Gemini for the practice of?SEO indicate a broader requirement for greater?channel integration and alignment with consumer?needs. SEO strategies will increasingly be built around AI-generated content optimized for AI algorithms that then generated AI search experiences. Those experiences won’t just happen on search engines. As increasingly consumers are searching/asking on the platforms they spend most time with or are closest to the purchase such as TikTok or Amazon.?The findings from these practices will inform new creative routes alongside lessons from consumer reviews or agents focused on market, competitive, and niche audience analysis to deliver competitive advantage.?

To capitalize on these opportunities AI tools are being used further up the planning process to manage insights, ideas, content and activation across a wide range of niches rather than big siloed monolithic ideas on a single channel. SEO is no longer a background capability quietly driving traffic to the site, but instead a critical component of interaction between the brand, consumers and their media channels.???

In Omni, Omnicom also launched Omni Assist, the inaugural Generative AI capability enabled by a first-of-its-kind partnership with Microsoft. Omni Assist provides insights, notifications, and recommendations across every step of the workflow of the Omni open operating system, including audience development, planning, activation, measurement, and optimization. The smart use of AI technology can benefit content creation at various stages of production to increase efficiency and enable human creativity.?

In the market, AI-generated copy will appear initially in low?bandwidth formats like PPC and display but quickly?rise to the richest video and?immersive?formats. AI can adjust video creative to suit better the mood?and tone of the scenes in TV shows and movies that?ads appear next to.?

Personalization at scale across modalities?

These trends will play out across virtually all domains of media, not just search and social, but commerce, video games and more. Requiring integration of thinking, activation and measurement to ride the wave of disruption that has only just begun.??

Media markets will become more cluttered as?enterprises at every scale, from all over the globe,?compete in almost every format for consumer?attention and permissions. Brand differentiation will be critical as media markets become ever more commoditized. Individual consumer empathy and understanding of cultural trends will be vital in unlocking sustainable growth and margin.?

In the commerce space Omnicom leads the charge by encompassing strategic advisory, data-driven targeting, and personalization from a full-funnel and omnichannel approach.?In Omni, commerce capabilities align with top-tier investment planning, audience insights, media strategy, creativity, measurement, and operational execution – all aimed at driving client growth. And with the acquisition of Flywheel, integrating retail media data and tools into Omni will further provide advanced insights and actionability.??

To unlock mass personalization at scale, a sophisticated, data-based system such as Omni is required to assemble and review millions of campaign assets. Embedding Generative AI within go-to-market strategies is key to scaling business impact.?

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