Omnicom, Google Launch Middle East’s First AI Creative Tool
Omnicom Advertising and Google have introduced the Middle East’s first AI-driven creative intelligence system. Notably, the tool helps brands analyze and optimize advertising before campaigns go live. As a result, advertisers can refine performance early rather than relying only on post-launch insights.
The system has already launched in partnership with a UAE telecommunications provider, marking the first real-world deployment. Meanwhile, this pilot signals the beginning of a broader rollout across Africa, the Middle East, and Turkey. Eventually, the companies plan to expand the system globally.
Combining Data, Creativity, and Cultural Insight
The platform integrates Google’s ABCD framework with Omnicom’s proprietary AI capabilities. Specifically, the ABCD model evaluates Attention, Branding, Connection, and Direction to measure campaign effectiveness. In addition, it tracks audience engagement, brand recall, emotional impact, and call-to-action strength.
At the same time, Omnicom has introduced its own AI layer called Brave Bot. This system evaluates creative work based on originality, cultural relevance, and innovation. Consequently, the combined approach transforms subjective creative discussions into clear, actionable recommendations. For example, it may suggest improving early engagement, strengthening brand visibility, or refining messaging.
Moreover, a third layer incorporates regional cultural intelligence. Therefore, teams can align campaigns with local preferences, behaviors, and cultural expectations more effectively.
Real-World Results and Expansion Plans
During the initial deployment, the system analyzed multiple video assets for the telecom partner. As a result, it identified gaps in pacing, branding, and emotional connection that traditional reviews had overlooked. Scores ranged from lower performance levels to strong results, while the tool also provided step-by-step guidance for improvement.
Looking ahead, Omnicom plans to expand the system across its Middle East client base throughout 2026. Subsequently, the rollout will extend across the wider AMET region before reaching global markets. In parallel, the company is exploring use cases beyond YouTube, including social video, connected TV, and digital out-of-home platforms.
Noah Khan, Chief Innovation Officer, Omnicom Advertising CEE & AME
“This is about further honing our creative instinct with the power of AI. It’s about giving our teams a creative partner that works alongside them to bring audience, culture, innovation, and platform insights in real time. When Google’s ABCD agent flags weak early attention, Brave Bot often flags the same moment as too safe or too familiar. The result is work that’s both effective and distinctive, optimized for performance and built to be remembered. We’re not using AI to make the work more automated. We’re using it to make the work more intentional, and to make sure every great idea delivers a great result.”
Aishi Lahiri, Director, Advertising Solutions, Google MENA, said that, “At Google, we’ve always believed that AI is a catalyst for creative effectiveness, especially when combined with human ingenuity. By taking our foundational ABCD AI detector and engineering their own proprietary cultural and creative layers on top of it, Omnicom is showing exactly how our regional partner ecosystem can innovate and drive impact using Google’s technology. This is a brilliant example of taking a core framework and customizing it to build campaigns that are culturally resonant and primed for performance on YouTube right from the source.”
