Omnicom has introduced the latest generation of its marketing operating system, Omni, at CES, marking a significant expansion of the platform following the holding company’s acquisition of Interpublic Group (IPG).
The updated Omni continues to function as Omnicom’s core operating system, designed to consolidate data, automate workflow processes and accelerate media and creative execution. While its primary purpose remains unchanged, the newest iteration integrates data, technology and talent assets from both Omnicom and IPG, positioning Omni as a more comprehensive, connected marketing platform.
As part of the integration, several IPG-owned capabilities have been incorporated into Omni’s ecosystem. This includes Acxiom, the data and identity company formerly under IPG, which now plays a central role in powering Omni’s data foundation through Acxiom RealID. Other integrated platforms include Interact and Flywheel Commerce Cloud.
The enhanced Omni enables agency teams to leverage AI-assisted workflows across planning, creative development and media execution, while maintaining human oversight and decision-making. The system is designed to provide real-time insights, generate synthetic audiences, recommend creators and optimise media investment based on dynamic consumer behaviour.
A key differentiator of Omni is its use of continuously updated data signals. By drawing on real-time commerce and behavioural data, particularly from large e-commerce platforms, the system ensures that audience modelling and campaign execution are informed by recent consumer activity rather than static or historical datasets.
Omnicom has begun rolling out the new Omni across select client teams, with demonstrations taking place at CES for both existing clients and those joining through the IPG acquisition. Internally, the platform is being deployed by client team, aligning AI tools directly with day-to-day workflows.
The launch comes amid growing investment by advertising holding companies in proprietary AI platforms. Omni joins a small but expanding group of industry-wide marketing systems, alongside initiatives such as WPP’s Open Pro and Stagwell’s The Machine, as holding companies compete to scale AI-enabled marketing capabilities.
According to Omnicom, the latest generation of Omni is designed to support — rather than replace — creative and strategic decision-making, with early indicators pointing to faster production timelines and cost efficiencies across media and creative operations.
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