TBWA\RAAD — The Disruption® Company in partnership with Omnicom has launched its AI platform - Collective AI.
The platform is built on Omnicom’s end-to-end Gen AI suite of services and takes advantage of the company’s first-to-market partnership agreements with leading AI providers but is distinctively fed on a one-of-a-kind diet of Disruption®. Leveraging over 50 years of TBWA’s disruptive ideas and insights from more than 11,000 creative minds in over 40 countries, Collective AI has a treasure trove of TBWA-built experiences fueling its output.
Distinctively driven by TBWA’s proprietary Disruption® methodology, Collective AI incorporates over 50 years of TBWA’s disruptive ideas and insights from more than 11,000 creative minds across 40 countries.
Collective AI serves as a gateway to all AI tools available to TBWA employees and clients, including custom AI applications and extensive archives. It is powered by Omnicom’s first-mover partnerships with Adobe, Microsoft, Google, and DALL-E.
Leadership and Vision
TBWA’s AI initiatives are spearheaded by 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 commented, "Our creativity extends beyond making content. We have long developed physical and digital products, applications, and experiences. AI enables us to scale that without an army of people. With functionalities like no-code development or 3D modeling, we can help more brands bring distinctive products, services, and experiences to market."
Innovative Applications
Recent projects utilizing AI include:
- TBWA\Hakuhodo’s creation of Iruyo, a machine learning-driven robot to calm babies during car rides for Nissan.
- A competition by TBWA for Golden Circle, an Australian food brand, where kids designed lunchboxes that were rendered into AI-created designs for 3D printing.
- A collaboration with the Riky Rick Foundation where TBWA\Hunt Lascaris produced “Stronger,” a song that used AI to assemble the late rapper’s tweets into lyrics addressing mental health stigma.
Platform Features
The Collective AI platform includes custom tools such as:
- Edges AI: Converts cultural intelligence into actionable insights, helping brands understand and capitalize on cultural trends.
- FEED AI: Extends TBWA’s social media capabilities, providing expert solutions in research, strategy, ideation, and planning.
- Inclusive AI: Ensures products and services meet standards of inclusivity, helping teams create inclusive content and identify diverse creators.
Omnicom’s exclusive partnership with Adobe Firefly will enable TBWA to influence the development of new generative AI applications, enhancing how the Firefly Custom Model serves brands.
Strategic Impact
Troy Ruhanen, TBWA\Worldwide Global CEO, highlighted the broader implications of AI: “While AI aids in automation and efficiency, its true power lies in creating content and brand experiences that people embrace, solving business problems and exploring cultural opportunities.”
Reda Raad, TBWA\RAAD Group CEO, added, “The launch of our AI platform marks a significant milestone. We are excited to empower our team with customized tools that enhance efficiency and drive transformative results for our clients.”
