Omnicom introduces next-gen Omni at CES, bringing connected capabilities under one digital powerhouse roof

Omnicom has unveiled the latest edition of its marketing operating system, Omni (now powered with additional assets from IPG), allowing clients flexibility and choice and agency teams to use AI as a guide.

According to a statement released by the holding company, the main goal and functionality of Omni haven’t changed; it still serves to consolidate data, automate gruelling busywork and accelerate media and creative execution. However, not only is the operating system powered by the integrated data, technology and talent of Omnicom, but Omni’s newest iteration also incorporates those of IPG.

For example, Acxiom, a database marketing company originally under IPG, now joins the Omni powerhouse with others such as Interact and Flywheel Commerce Cloud. Specifically, Acxiom RealID powers Omni’s data foundation.

Campaign sat down with Omnicom at CES to walk through a demonstration of Omni. Omni COO Christine Gambino, using a sample campaign brief for a fictional fitness brand, walked through the creation of a marketing plan including media budget breakdowns, synthetic audiences and even creator suggestions. The team worked through different prompts to finesse the creative assets generated by Omni, highlighting the need for humans to still be the experts in the room, pulling the right levers.

“For us, it’s not meant to be a replacement. It’s meant to be additive. Our goal is to really drive and give real time insights to the teams, to our brands through our agentic environment,” shared Gambino.

Chief technology officer Paolo Yuvienco spotlighted the points of differentiation when it comes to Omni in comparison to other similar models in the industry: the data, AI agents and the human element. “The human end-user point of view [handling] the prompting … The way you prompt and that nuance of language guides the result set and helps define the uniqueness and infuses the taste and preferences of the end user into that output.”

Separately, another challenge in the marketer’s world is the constant flux of the consumer’s behaviour. Omnicom’s CEO of Omni and commerce, Duncan Painter, emphasises the incorporation of real-time data signals to keep up. “The core of this system is underpinned by several major, dynamic data sources. We are constantly tracking the purchase activity and evolving consumer behaviour for the consumer groups we have IDs for. 

“For instance, we can observe activity, especially within large e-commerce platforms such as Amazon. Our models are continuously learning from this real-time data, unlike static, one-time models. When a synthetic audience is generated, it immediately incorporates the transaction volumes from the last 30 days, not from a model developed six months ago.” 

Painter continued, “This approach means that any executed activity is based on current data feeds, ensuring the action reflects ‘the world today,’ not a prediction based on outdated 6-month-old models.”

The holding company is using part of its space at CES to walk clients — existing and new stemming from the acquisition — through demos and has already begun rolling out the new Omni across select clients. 

"Omnicom’s identity leadership powered by Acxiom RealID and commerce data gives us an unmatched view of consumers,” said Matt Harker, VP of consumer, experience and transformation at The Clorox Company through an Omnicom email. “What differentiates Omni is pairing this data with deep talent expertise and agentic AI frameworks. Our media and creative teams can now build high-performing audiences, personalize content and drive sales across the entire customer journey. We’re moving faster, smarter and more precisely.”

In terms of employee roll-out, Omnicom is doing it by client teams.

Throughout 2025, Omnicom CEO and chairman John Wren emphasised in various earnings calls that although creative services are seen as “more vulnerable” in the ongoing AI era, they remain foundational to the holding company. “Creative is our IP,” Wren said in last year’s Q1 earnings call. “That’s always going to be at the center of what Omnicom does.”

During Omnicom’s Q2 earnings call, Wren said the holding company was continuing to invest in Omni, adding that implementing AI was a key factor in the company’s performance. In the same call, Yuvienco said Omnicom had been “aggressively rolling out AI agents throughout workflows and campaign lifecycles.”

As a result, the newest generation of Omni has AI that doesn’t replace decisions, but supports them. According to the aforementioned statement, Omni’s tools amplify, not automate, creativity, leading to “25%-55% faster production” and “meaningful cost savings.”

Following Omnicom’s acquisition of IPG, which created the world’s largest ad holding company, the industry watched as the former integrated and incorporated the latter’s offerings, talent, staff and agencies, expanding its large, metaphorical stake in the marketing AI landscape.

The release of Omni’s newest version follows a small-but-growing trend of ad holding companies’ recent AI platform launches, such as WPP’s Open Pro and Stagwell’s The Machine.