TBWA is the latest agency to announce its own AI platform, "Collective AI", enabling the agency to fully integrate AI into its operations at a global level.

Built on Omnicom’s comprehensive Gen AI suite of services, the platform is said to leverage the company's first-to-market partnership agreements with leading AI providers, including Adobe, Microsoft, Google, DALL-E and others.

Collective AI is said to capitalise on over 50 years of TBWA’s disruptive ideas and insights from more than 11,000 creative minds in over 40 countries. The platform includes custom tools such as Edge AI, FEED AI, and Inclusive AI.

TBWA's progress on AI is being led 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.

TBWA\Worldwide Global CEO, Troy Ruhanen, said: “Collective AI doesn’t just allow us to do our jobs better, it will fuel the very best of the future, as well.”

“The conventional wisdom is that AI is helping with automation and efficiency for the tasks we already do today. While that is true, the real power of AI is much, much more - moving us away from interruptions towards content and brand experiences that people want to embrace and that solve real business problems and exercise real cultural opportunities," said Ruhanen.

Global Chief Product Officer at TBWA, Deepthi Prakash, said: "Our creativity extends beyond making content. We have long developed physical and digital products, applications and experiences. The beauty of AI is that we can now scale that without an army of people. With valuable functionalities like no-code development or 3D modeling, we can help more brands bring distinctive products, services and experiences to market."