Rapid Response: How brands are capitalizing on AI capability to capture its value potential

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 how brands are capitalizing on AI capability to capture its value potential.

Global scale innovation?

AI announcements are kicking off again after a short summer slowdown.?

Open AI just released a preview of its new o1 model, which delivers next-generation capability to perform reasoning and opens a whole new class of use cases. ?

Apple announced its latest range of phones built around Apple Intelligence. This delivers language, images, and actions built on personal context, secured through 'Private Cloud Compute.'? We will likely see further growth in visual search as Apple’s Visual Intelligence is launched and requirements for brands to think through new consumer journeys that start with an image query.??

New use cases are being delivered for cutting-edge AI. Apple recently published new research describing a machine learning model that learns to perceive user intent from user interface interactions. This means that sites, apps, and services will self-optimize as user intent is better understood, leading to radically customized consumer journeys.?

The leading edge of AI is moving quickly, and we are learning lessons from the current generation of models and services that brands should take heed of.??

What’s working with AI??

AI technologies are being utilized throughout marketing, to drive new kinds of consumer experience in ads, content, and utility, and to also plan, optimize, and measure investment.??

In consumer experience, we are seeing the winners and losers of the first round of mass AI innovation. Meta recently retired its celebrity AI chatbots, instead, is focused on empowering its creator community with AI chatbots.?

Google has seen success in AI-powered commerce. It’s upgrading and expanding its virtual try-on technology to more challenging items, as consumers have adopted the technology to make better purchase decisions, driving conversion up and driving returns down.?

WARC recently published a report on ‘What’s working in Generative AI’ for advertisers. It focuses on innovations that are making a difference to global brands.?

Predicting AI technology adoption?

Understanding where and how consumers are using AI technologies will be key to driving the most effective utilization of AI.??

To that end, OMG recently shared a model with predictions showing the consumer adoption of the upcoming wave of new AI technologies. The model will update when new usage data is released as consumers’ behavior gravitates toward the most useful services.

For example;?

• Will search be disrupted by new start-ups like Perplexity or will the legacy players continue to dominate????

• When and how will entertainment be disrupted by AI technologies – in sports, video games, narrative-driven storylines, creator content, or new hybrids??

Scaling AI assistance – Omni Assist?

AI is enabling marketers to process a broader range of information and then activate in a wider range of channels targeting a greater number of ever smaller niches defined by more specific need states and attitudes.?

Omni Assist has been rolled out worldwide across many aspects of Omni. This recent Ad Exchanger feature explores the many ways in which Omni Assist is supporting both creative and media by processing vast quantities of data into a digestible form.??

The utility is being further expanded using agents that can be built to specific client or market requirements, distributed through a new agent store, and access to frontier models and multimodal capabilities.?

Omni Assist connects platform data to paint a rich picture of various audiences. Helping our teams to find hidden insights that can then be activated through common audience definitions enables us to lead our clients in the future of video buying.?

Across multiple industries, AI platform models and tools are scaling up to make a measurable difference. Omni Assist connects us to these capabilities in ways most relevant to day-to-day tasks that deliver competitive advantage.??

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