Omnicom is expanding its long‑standing global partnership with Adobe to co‑develop a business‑wide, industry‑specialised agentic AI operating model solution, powered by its Omni platform, in a move which it claims “fundamentally changes what’s possible for CMOs today”.
The move comes just weeks after Publicis Groupe and Microsoft expanded their strategic partnership to build an AI-powered agentic solution which they insist will drive the next generation of business-wide AI.
Designed for global brands, it is claimed the Omnicom solution will enable “orchestration” across strategy, creative development, planning, activation, and measurement at scale.
Omnicom maintains the partnership directly addresses a market challenge: most AI marketing solutions remain disconnected point tools that lack business-wide governance, vertical specialisation, and true orchestration.
The agentic operating model solves this by creating a unified, managed solution built on Adobe technology, specifically designed for retail, financial services, pharmaceuticals, and automotive businesses, underpinned by Acxiom’s 2.6 billion verified global IDs.
Over the next 12 months, Omnicom will design, architect, and “operationalise” the industry focused solution across five core use cases: end‑to‑end customer experience, omnichannel planning, total creative workflow, .com, and email.
The solution will feature “seamless” data exchanges between Adobe products, Omni’s connected platform layer and its agentic infrastructure, with the aim of delivering predictive growth at scale.
Omnicom’s Precision Marketing division will lead the design, build, and operationalisation of the model and development of new agents, delivering them as a managed service tailored to each vertical’s specific workflows and governance requirements.
Chief executive of the division Luke Taylor (pictured) said: “This expanded partnership fundamentally changes what’s possible for CMOs today. We’re not bolting AI onto existing workflows, we’re building production‑ready systems for our clients that handle the full marketing journey, from strategy through measurement.
“By combining Adobe’s platform, Omni’s unified data layer and agentic capabilities, and our vertical expertise, we’re delivering an agentic operating model that enterprise teams can actually trust and scale.”
Omnicom is establishing a Centre of Excellence to operationalise the solution, with comprehensive go‑to‑market acceleration across its four target verticals.
Adobe chief revenue officer, enterprise, Stephen Frieder added: “This co‑innovation brings together what enterprises need most: deep vertical expertise and a production‑ready solution built for scale. By combining Adobe’s technology with Omnicom’s capabilities, we’re enabling CMOs to deploy AI at scale and rapidly move from proof of concept to competitive advantage.”
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