New York: Omnicom Group has rolled out the next generation of Omni, its AI-powered marketing intelligence platform, positioning it as a central operating system designed to deliver measurable sales growth for brands navigating an increasingly complex, platform-driven marketing landscape.
The upgraded Omni brings together Omnicom’s creative, media, data and technology capabilities with assets from recently acquired Interpublic, marking a significant step in the company’s effort to unify strategy, execution and performance across the marketing ecosystem. The platform integrates data and technology from businesses such as Acxiom, Flywheel Commerce Cloud and Interact, alongside an expanded agentic AI framework.
Omnicom said the new Omni is built to help brands move faster and make sharper decisions by connecting audience insight, creativity, media, commerce and measurement within a single, open system. The company describes it as a unified foundation that allows marketing teams to operate with greater precision and confidence, while keeping human judgment and creativity at the centre.
At the core of Omni is what Omnicom claims is one of the industry’s most comprehensive data and identity infrastructures, anchored by Acxiom RealID™, which spans 2.6 billion verified global identities and trillions of behavioural, media, content and commerce signals. This data backbone is complemented by Omnicom’s global media and commerce buying clout of $73.5 billion annually, as well as scaled creative and content production capabilities designed to support personalised marketing at speed.
According to Omnicom, the platform has already been tested with large enterprise clients and is now being positioned for broader adoption. Key features include autonomous AI agents that help orchestrate intelligence across creative development, media planning and buying, commerce activation and measurement, as well as integrated workflows intended to reduce manual handoffs and siloed decision-making.
Duncan Painter, CEO of Omni, said the platform is meant to support marketing professionals rather than replace them. “Omni connects audience insight, creativity, media and commerce into a single, adaptive platform with a clear view of consumer identity,” he said, adding that its real strength lies in enabling teams to do their best work, not in automating judgment or imagination.
John Wren, Chairman and CEO of Omnicom, said the evolution of Omni amplifies the group’s competitive advantage by allowing its connected capabilities to operate on a unified, intelligent platform. “By breaking down silos and connecting every element of marketing and sales—from insight to activation—Omni enables greater precision, speed and measurable growth,” he said.
Omnicom also emphasised the platform’s flexibility, noting that Omni is designed to integrate with clients’ existing martech stacks, preserve data ownership and adapt to regional and sector-specific requirements. Its open architecture is intended to allow brands to scale adoption in line with their readiness.
As marketers grapple with fragmented audiences, accelerating cultural cycles and rising demands for accountability, Omnicom is positioning Omni as a response to what it calls the “age of influence”—one where attention must be earned and outcomes must be demonstrable. By linking every signal, channel and outcome in near real time, the company believes Omni can help brands reduce complexity, align teams and translate insight into tangible business results.
