Omnicom Advertising and Google have launched a regional-first creative intelligence system in the Middle East, designed to use AI to analyze and improve advertising campaigns before they go live. The new system, which was successfully piloted with UAE telecommunications provider du, is set to be the blueprint for a global rollout, positioning the region as a key launchpad for AI-driven marketing technology.
Quick Facts
- MENA-first AI creative intelligence system launched.
- Combines Google’s ABCD AI with Omnicom’s Brave Bot.
- Successfully piloted with UAE telecommunications leader du.
Combining Google’s Science with Creative AI
The partnership introduces a dual-AI model that merges Google’s established ABCD framework with Omnicom’s proprietary technology. The first layer uses Google’s ABCD AI detector, a tool that evaluates video creative on four key performance metrics: Attention, Branding, Connection, and Direction. This provides a data-driven score on an ad’s fundamental effectiveness on platforms like YouTube.
Omnicom has engineered a second, proprietary AI layer on top of this called Brave Bot. This agent is designed to assess creative work on more subjective, but equally critical, qualities like distinctiveness, innovation, and cultural relevance. By converging the two systems, vague feedback like “it feels slow” is replaced with specific, actionable instructions such as “tighten the first 5 seconds, add early brand mention, strengthen the CTA in both audio and on-screen.”
Real-World Results with du in the UAE
UAE-based telecommunications provider du was the first brand to put the system to the test, running it across its campaign portfolio. The AI analyzed 10 video assets, identifying specific weaknesses in brand presence, pacing, and emotional connection that had been missed during human reviews.
The system generated effectiveness scores ranging from 44%, which signaled significant structural issues, to 80%, indicating strong performance. Crucially, the tool provided clear directives on how to fix the identified problems.
“In a competitive market like ours, creative work has to cut through fast,” said Ibrahim Al Mayahi Al Nuaimi, Vice President, Brand & Marketing Communication at du. “This system gives us clarity on what’s actually driving performance. It doesn’t just tell us what’s wrong, it shows us how to fix it. As a result, we’re seeing stronger creative and faster turnarounds.”
More Intentional, Not More Automated
Leaders from both companies emphasized that the tool is meant to augment, not replace, human creativity. The system also integrates a third layer of regional cultural intelligence to ensure that creative work is not only structurally sound but also relevant to local markets.
“This is about further honing our creative instinct with the power of AI,” explained Noah Khan, Chief Innovation Officer, Omnicom Advertising CEE & AME. “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.”
Aishi Lahiri, Director of Advertising Solutions at Google MENA, added, “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.”
From the Middle East to a Global Rollout
Following the successful pilot with du, Omnicom Advertising plans to roll out the system across its wider client base in the Middle East throughout 2026. The program will then expand to cover the entire Africa, Middle East, and Turkey (AMET) region.
This AMET launch will serve as the model for an eventual global rollout. The group is also exploring adapting the framework for other formats beyond YouTube, including social video, connected TV, and digital out-of-home.
“We’re not using AI to make the work more automated,” Khan concluded. “We’re using it to make the work more intentional, and to make sure every great idea delivers a great result.”
About Omnicom
Omnicom (NYSE: OMC) is the world’s leading marketing and sales company, built for intelligent growth in the next era. Powered by Omni, Omnicom’s Connected Capabilities unite the company’s world-class agency brands, exceptional talent, and deep domain expertise across media, commerce, consulting, precision marketing, advertising, production, health, public relations, branding, and experiential to address clients’ most critical growth priorities.
Source: Zawya
