Marketing giant Omnicom has launched the next generation of its AI operating system Omni, following its acquisition of Interpublic Group (IPG).
In a statement, Omnicom said the platform aims to reduce complexity that slows decision-making and give more time to staff through a suite of AI tools.
Omni is an AI platform that unites Omnicom IPG – including Acxiom, Flywheel Commerce Cloud, Interact, and an agentic AI framework.
“Omni is built to support strategists, creatives, analysts, investment managers, media and commerce traders, and client leaders in doing their best work, not to replace their judgment or imagination,” said Omni CEO Duncan Painter.
The holding giant outlined five core advantages of Omni for staff and clients, this includes:
- Data and Identity – combining Acxiom’s cloud identity resolution service RealID™ with media signals from Flywheel Commerce Cloud and ID-less solutions.
- Creativity Amplified, Not Automated – the tool will help teams understand brand guidelines, speed up production, and make sure content is on-brand and effective.
- A More Connected Way of Working – Omni connects the full workflow between teams, reducing duplication, cutting down on manual steps, and helping ideas build from one stage to the next.
- Intelligence that Supports Decisions – Omni uses AI to surface insights, flag opportunities and suggest optimisations – teams can see how recommendations are made and decide what to act on.
- Designed to Fit Real Client Setups – Omni is built to work with the tools and systems clients already use.
The AI Operating System
Marketing holding companies are building internal AI platforms to bring data, tools, and teams together in one place.
WPP announced its own platform WPP Open in May 2024, first used internally and then rolled out to brands in October 2025 with WPP Open Pro.
Systems like WPP Open are meant to simplify how work gets done for agency workers and their clients, helping teams from different silos operate in one platform instead of numerous tools.
This recent Omni launch serves as an AI-powered update to the platform, which was originally launched in 2018 and seen updates since.
