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Digiday: Why AI is Steadily Finding its Place in Agency Land

“…Since 2018, Omnicom’s sprawling Omni marketing platform has employed machine learning to manage programmatic and automated buying and planning, channel planning, audience insight planning, lookalike and propensity modeling and visual recognition for creative teams.

‘It really is about following people through their marketing journey: from audience insights and creation, to planning and buying against those people, and then optimize our plans in the future to better speak to and reach them the next time,’ said Clarissa Season, chief enablement officer at Omnicom’s Annalect. ‘And AI and machine learning form the basis of all of that.’

Omni even handles natural language processing for Omnicom’s PR agencies.…”

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