Artificial Intelligence meets TBWA's
Disruption® - marking a new frontier for creativity
NEW
YORK, June 20, 2024 /PRNewswire/ -- TBWA
— The Disruption® Company — has today launched its
AI platform, Collective AI. The platform is built on Omnicom's
end to end Gen AI suite of services and takes advantage of the
company's first-to-market partnership agreements with leading AI
providers but is distinctively fed on a one-of-a-kind diet of
Disruption®. Leveraging over 50 years of TBWA's
disruptive ideas and insights from more than 11,000 creative minds
in over 40 countries, Collective AI has a treasure trove of
TBWA-built experiences fueling its output.
Collective AI is the doorway to all the AI tools available
to TBWA employees and clients. It includes custom AI
applications, uses TBWA's extensive archives, and is powered by
Omni's first-mover, partnerships negotiated with Adobe, Microsoft,
Google, DALL-E and more.
The
Collective AI platform includes custom tools such
as:
- Edges AI —
Edges AI turns cultural intelligence into action. Edges are
cultural trends collected over almost a decade of daily uploads
from TBWA's global collective of Spotters (learn more here). The
impact of those trends on behavior is quantified through
proprietary global quantitative research. Edges AI brings
these inputs together to help brands understand the strength,
velocity and spend associated with cultural trends for their
particular category and then generates ideas for how to capitalize
on them in ways that are consistent with the brand's
positioning.
- FEED AI —
An extension of TBWA's specialist social media offering, FEED AI
amplifies GPT to act as a social media expert. It is trained on
detailed case studies and best-in-class data to provide pointed,
expert solutions in research, strategy, ideation and planning. It's
already been put to use across agencies in North America, Europe
and Asia.
- Inclusive AI is trained on TBWA's "DEI by
Design" framework to ensure
products and services meet standards of inclusivity. It allows
teams to input creative work and messaging to ensure it is
inclusive, helps teams identify diverse creators and suppliers, and
allows employees a safe space to ask questions and receive guidance
on inclusivity and belonging.
- Thanks to Omnicom's exclusive partnership with Adobe
Firefly, TBWA is a first mover, working to train Adobe's
Firefly Custom model in new generative AI
applications. This research will
influence how the Firefly Custom Model product serves brands in the
future.
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"Collective AI doesn't just allow us to do our jobs better, it
will fuel the very best of the future, as well," says
Troy Ruhanen, TBWAWorldwide Global CEO. "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."
Moving beyond content in the age of AI
TBWA's
progression in AI is being expertly 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. Prakash says; "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."
Products, services and experiences like:
- For Nissan, TBWAHakuhodo created Iruyo: A Furry Robot
driven by machine learning to calm babies during car rides.
- For Golden Circle, an Australian
food brand, TBWA held a competition for kids to design their
perfect lunchbox. The hand-drawings were rendered into
AI-created designs to be 3D printed - turning the digital into
physical.
- Alongside the Riky Rick Foundation TBWAHunt Lascaris produced
Stronger - a song that used AI to assemble the late rapper's
tweets into lyrics that challenged the stigma around mental
health.
TBWA is renowned for its 'always in beta' mindset and with the
development of Collective AI, TBWA and Omnicom are demonstrating
how creativity and scale will drive the industry and get our
clients to the future faster.
Collective AI is part of Omnicom's strategy to infuse Gen
AI into every facet of its business to make its people more
effective, its operations more efficient and to drive
transformative outcomes for clients.
About TBWAWorldwide
TBWA is The Disruption
Company®. We are a Collective of creative minds with an
unlimited creative canvas. We create brand platforms that defy
convention and compete with culture. Thanks to our trademarked
Disruption® methodology, we build the world's strongest
brands. Brands that own an unfair share of the future. Named
one of the World's Most Innovative Companies by Fast Company
in 2023, 2022, 2021, 2020 and 2019, TBWA is also Adweek's
2022, 2021 and 2018 Global Agency of the Year and
AdAge's A-List 2022 Network of the Year. Our
Collective has 11,000+ creative minds in over 40 countries, and
also includes brands such as Auditoire, Digital Arts Network (DAN),
eg+ worldwide, GMR, TBWAMedia Arts Lab, TBWAHealth Collective and
TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton
Hotels, McDonald's, Nissan and Singapore Airlines. Follow us on
LinkedIn, X (formerly Twitter) and Instagram. TBWA is part of
Omnicom Group (NYSE: OMC).
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SOURCE TBWAWorldwide