GLOBAL – Global marketing and communications company Omnicom has introduced the new Omni, an AI-driven marketing intelligence platform designed to connect strategy, execution, and performance across the entire marketing ecosystem while helping brands achieve measurable sales growth.
Positioned as the central operating system for Omnicom’s connected capabilities, the upgraded platform integrates data, identity infrastructure, and artificial intelligence into a single unified framework. The company says this approach gives brands a clearer view of audiences, campaign performance, and opportunities for growth across increasingly complex marketing environments.
The new Omni brings together creativity, media, commerce, and analytics—areas that have traditionally operated in silos—into one connected system. By linking audience intelligence, creative workflows, media planning, and performance measurement, the platform aims to simplify decision-making and accelerate marketing outcomes.
At its core is a data foundation that combines verified consumer identity infrastructure, real-time commerce signals, and cross-platform intelligence. This shared data layer allows teams to transform insights into action and translate marketing activity into measurable business results.
According to Omnicom, Omni is powered by one of the most comprehensive identity frameworks in the industry, comprising billions of verified global IDs and trillions of signals from media, commerce, and cultural interactions. The platform also taps into the network’s global scale and media investment capabilities to support marketing performance at every stage of the consumer journey.
Duncan Painter, CEO of Omni, said the platform was built to unify the key disciplines of modern marketing.
“Omni connects the full breadth of modern marketing—audience insight, creativity, media, and commerce—into a single, open, and adaptive platform,” he said, adding that its value ultimately comes from empowering teams across strategy, creative, analytics, and media investment to do their best work.
Omnicom emphasized that while AI powers the platform’s insights and recommendations, human expertise remains central. The system is designed to surface opportunities, recommend optimizations, and guide decision-making while ensuring that marketers retain full oversight and creative judgment.
The launch reflects a broader shift across the marketing industry toward integrated platforms that combine data, creativity, and AI to deliver measurable business outcomes. As brands navigate increasingly fragmented digital ecosystems, tools like Omni aim to provide the clarity and speed needed to connect marketing investments directly to growth.
