As part of Omnicom Group, 180 Global is embracing AI tools to drive smarter strategy, more agile production, and dynamic creative output. But as CEO Stephen Corlett makes clear, the goal isn’t to let machines take over, it’s to enhance the craft, and cultural relevance of great ad content.
FutureWeek caught up with Corlett to find out how AI is being adopted at the Amsterdam-based advertising agency, to find out why he thinks the tech should be used to enhance joyful content that resonates with audiences, and more.
How are you implementing AI right now at 180 Global?
We’re part of the Omnicom Group, and we’re really focused on pioneering the use of a lot of the tools being developed across the network and integrating them into our business.
The first area is research and strategy. This is where we’re building our own models using Omnicom data. That could mean anything from audience insights to category trends, or even broader cultural signals. It helps us speed up work that might usually take a strategy team weeks. While it doesn’t replace those bold creative leaps, it gives us a solid foundation to build strategy from.
The second area is creative development. We’re using tools like Adobe and Runway to help bring ideas to life in ways that are more dynamic and format-ready – especially when we’re thinking about how they’ll show up across different media channels.
Then there’s production and deployment. Here, tools like Adobe Creative Suite, Firefly, and 11 Labs really help us accelerate some of the production steps – whether that’s for proof-of-concept or finished work.
Finally, there’s dynamic content models. This is where we’re seeing a lot of exciting potential. Omnicom’s ‘Art Bot’, for example, allows us to generate assets tailored to different audiences, formats, need states, and even languages. We’re really interested in operationalising this with some of our global clients, because it gives us an end-to-end content system powered by AI – but in a way that still leaves space for the things AI can’t do: the creative leaps, the counter-intuitive strategies, and the bold thinking that creates real distinctiveness for brands.
What is Art Bot? How is that used practically?
Art Bot is an Omnicom tool that connects media and audience profiles, linking intelligent audience buying to relevant digital and video assets. It optimises delivery based on performance, cultural moments, and context.
The challenge, however, is avoiding the “age of average,” where AI-driven consistency makes brands look alike. Many categories – phones, toothbrushes – end up with similar creative executions. The key is balancing optimisation with distinctiveness, so that brands create dynamic, culturally relevant, and unique experiences rather than just ‘more content’.
Do you have a use-case you’re most proud of?
We are too. Last year, we were Adobe’s Creative Partner of the Year for our work with PepsiCo’s Mirinda, creating an AI-generated tool that allowed users to design their own can.
This project showcased AI’s power in enabling personalised brand experiences while ensuring creative freedom within safe brand and legal boundaries.
Have clients been receptive to AI’s use in end products?
The key question to ask ourselves is: does the customer care? People don’t want to be deceived and already understand image manipulation. So, openly stating “this was made with AI” is fine – it builds trust and showcases innovation.
However, if an ad is only interesting because it’s AI-generated rather than engaging, persuasive, or joyful, it loses relevance.
In your experience, what are clients usually hoping to achieve by implementing AI?
Clients seek efficiency in production and ideation to create more relevant, connected customer experiences – delivered faster and at lower costs.
For global marketing organisations managing vast content needs, staying engaging – primarily on mobile – demands a shift. Building a social-first brand means crafting a story world that adapts across formats, from daily social content to TV, retail, and e-commerce.
Instead of constant reshooting, brands need scalable design frameworks. AI is a key tool in evolving from the traditional “one TV ad every six months” model to a dynamic, high-velocity content strategy.
What kinds of AI tools are you using?
Currently, none of our work is entirely AI-generated, but AI plays a role in many production elements.
We use Adobe Firefly for concept creation, generating images, and style guides, allowing teams to focus on ideas rather than fine-tuning visuals. Runway helps adapt content, animate images, and enhance motion. Adobe Creative Suite remains central, with tools like Photoshop for motion tracking, auto grading, and remixing. 11 Labs supports voice generation for storyboards, voiceovers, and presentations.
Over the past 18 months, we’ve significantly accelerated our adoption of these AI-driven tools.
What challenges have you seen from AI use?
The biggest challenge is avoiding over-optimisation or relying on AI to the point of mediocrity. Any great brand builder – whether an agency or client – knows that creativity and distinctiveness are inherently human qualities.
That said, these tools have allowed us to push boundaries faster and at a conceptual depth we couldn’t have achieved before. Ignoring them would be a missed opportunity. However, their true value depends entirely on the creativity we bring to them. Losing that human spark would be a serious risk for a company like ours.
How are you looking to the future, in terms of implementation and strategy?
For us – as a global creative boutique – the future lies in striking the right balance between AI and human creativity. Brand building in a social-first world isn’t about mass-producing content that looks the same at speed; it’s about creating brands that people can feel, experience, and engage with in ways that are consistent, coherent, distinctive – and brings joy.
AI will be a valuable tool in doing this, but just one of many.
