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TBWA introduces global AI platform

TBWA has launched a new platform, Collective AI, designed to infuse artificial intelligence into every facet of its business.

It leverages over 50 years of TBWA’s ideas and insights, from its offices across 40 countries.

Built on Omnicom’s end-to-end AI suite, Collective AI takes advantage of the company’s partnership agreements with leading AI providers – including Adobe, Microsoft, Google, DALL-E, and more.

“Collective AI doesn’t just allow us to do our jobs better, it will fuel the very best of the future, as well,” says Troy Ruhanen, TBWA\Worldwide global CEO.

“The conventional wisdom is that AI is helping with automation and efficiency for the tasks we already do today.

“While that is true, the real power of AI is much, much more – moving us away from interruptions towards content and brand experiences that people want to embrace and that solve real business problems and exercise real cultural opportunities.”

Made available to TBWA’s employees and clients, Collective AI includes custom tools including Edges AI, which turns cultural intelligence into action, and FEED AI, which amplifies GPT to act as a social media expert.

It has ensured its products and services meet standards of inclusivity by training the AI on TBWA’s ‘DEI by Design’ framework, allowing teams to identify diverse creators and suppliers, and allowing employees a safe space to ask questions and advice on belonging.

With Omnicom’s exclusive partnership with Adobe Firefly, TBWA is also working to train the platform’s Firefly Custom model in new generative AI applications, to influence how the product will serve brands in the future.

The progression in AI is being led by the agency’s global chief product officer, Deepthi Prakash and global head of data intelligence and AI, Michael Horn, in collaboration with Omnicom’s CTO, Paolo Yuvienco.

Prakash said: “Our creativity extends beyond making content. We have long developed physical and digital products, applications and experiences.

“The beauty of AI is that we can now scale that without an army of people. With valuable functionalities like no-code development or 3D modeling, we can help more brands bring distinctive products, services and experiences to market.”

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