Omnicom has unveiled the next-generation of its marketing intelligence platform, Omni, in a move that integrates the agency holdco’s data, identity infrastructure and AI tools into one operating system to connect strategy, execution and performance across the company’s agency brands.

According to a news release from Wednesday, the next generation of the Omni platform evolved from the integrated data, tech and talent of Omnicom and the recently acquired Interpublic Group, including Acxiom, Flywheel Commerce Cloud, Interact and Omni’s agentic AI framework.

Ultimately, the platform’s five core capabilities cover data and identity (Acxiom RealID, which includes 2.6 billion verified global IDs), AI-enabled creativity, connected workflows, decision intelligence and flexible architecture.

The AI-native tools allow creative teams to amplify, but not automate, their work to maintain human creativity, with content systems that reportedly help save time and costs by analyzing brand identity, streamline production and ensure assets are effective and on brand.

Omni connects teams with an end-to-end workflow, spanning insights, creative development, media planning, commerce activation, media investment optimization and buying, plus measurement, which the company says provides more natural co-ordination and eliminates duplicated work.

Omni uses AI to surface insights, recommend optimizations and highlight emerging opportunities. This is reportedly accomplished transparently and with human oversight that keeps the agency teams in full control.

In terms of the flexibility and choice that Omni offers to clients, the company says the platform has been designed to integrate with existing martech investments. Its open architecture is designed to uphold data ownership, accommodate diverse regional and sector-specific requirements and scale in alignment with each organization’s preparedness.

This story originally appeared in Media in Canada.