Omnicom and Google Launch AI-Powered Creative Intelligence System in Middle East

Omnicom Advertising  and Google  have launched the Middle East’s first AI-powered creative intelligence system, combining Google’s ABCD framework with Omnicom’s proprietary creative AI to evaluate and optimise advertising before it goes live. The system, already piloted with du, marks the beginning of a broader rollout across Africa, the Middle East, and Turkey, with plans for global expansion.

The initiative represents the first customised deployment of Google’s ABCD AI detector tool in the Africa, Middle East, and Turkey (AMET) region. The tool applies Google’s ABCD framework for YouTube creatives, assessing four key performance pillars: Attention, Branding, Connection, and Direction, which determine how effectively campaigns capture attention, reinforce brand recall, build emotional engagement, and drive action.

Omnicom has enhanced this system with its proprietary AI layer, Brave Bot, designed to assess creativity through the lenses of distinctiveness, innovation, cultural relevance, and originality. By combining both systems, the platform transforms subjective feedback into precise, actionable insights, enabling teams to refine elements such as pacing, brand visibility, and calls to action.

The solution was first piloted by du, where it analysed 10 video assets and identified gaps in brand presence, pacing, and emotional connection that traditional reviews had overlooked. Effectiveness scores ranged from 44% to 80%, offering both performance benchmarks and clear recommendations for improvement.

“This is about further honing our creative instinct with the power of AI. It’s about giving our teams a creative partner that works alongside them to bring audience, culture, innovation, and platform insights in real time. When Google’s ABCD agent flags weak early attention, Brave Bot often flags the same moment as too safe or too familiar. The result is work that’s both effective and distinctive, optimized for performance and built to be remembered.”

– Noah Khan, Chief Innovation Officer, Omnicom Advertising CEE & AME

The platform also incorporates a cultural intelligence layer to ensure campaigns resonate with local audiences, addressing not only structural performance but also relevance in different markets.

“At Google, we’ve always believed that AI is a catalyst for creative effectiveness, especially when combined with human ingenuity. By taking our foundational ABCD AI detector and engineering their own proprietary cultural and creative layers on top of it, Omnicom is showing exactly how our regional partner ecosystem can innovate and drive impact using Google’s technology. This is a brilliant example of taking a core framework and customizing it to build campaigns that are culturally resonant and primed for performance on YouTube right from the source.”

– Aishi Lahiri, Director, Advertising Solutions, Google MENA

For du, the pilot reflects a shift in how creative performance is evaluated in competitive markets.

“In a competitive market like ours, creative work has to cut through fast. This system gives us clarity on what’s actually driving performance. It doesn’t just tell us what’s wrong, it shows us how to fix it. As a result, we’re seeing stronger creative and faster turnarounds, which means we can be more agile in how we show up for our customers.”

– Ibrahim Al Mayahi Al Nuaimi, Vice President, Brand & Marketing Communication, du

Following the successful pilot, Omnicom Advertising plans to expand the system across its Middle East client base in 2026 before scaling across the wider AMET region. The company is also exploring applications beyond YouTube, including social video, connected TV, and digital out-of-home, positioning the platform as a long-term creative effectiveness solution.

“We’re not using AI to make the work more automated. We’re using it to make the work more intentional, and to make sure every great idea delivers a great result.”

– Noah Khan, Chief Innovation Officer, Omnicom Advertising CEE & AME