Omnicom and Adobe expand AI marketing partnership

Omnicom has announced an expanded partnership with Adobe to develop an enterprise-focused AI Agentic Operating Model designed to support end-to-end marketing and sales workflows.

The collaboration builds on a long-standing relationship between the two companies and aims to integrate Omnicom’s proprietary Omni platform with Adobe’s enterprise marketing and creative technology stack.

Enterprise AI model targets fragmented marketing systems

The new solution is designed to address what the companies describe as fragmentation in current AI marketing tools, where disconnected applications often lack governance and cross-channel orchestration.

The Agentic Operating Model is built to unify strategy, creative development, planning, activation and measurement within a single managed framework. It is structured for large organisations operating in regulated sectors including retail, financial services, pharmaceuticals and automotive.

Omnicom’s Omni platform sits at the centre of the system, supported by a client-specific knowledge graph and data infrastructure designed to enable audience segmentation and activation at scale.

Operational rollout across core marketing use cases

Over the next 12 months, Omnicom will develop and deploy the system across five primary use cases: end-to-end customer experience, omnichannel planning, creative workflow management, website commerce (.com) and email marketing.

The architecture is designed to support modular deployment, allowing enterprises to adopt specific components while maintaining a unified underlying data structure.

Luke Taylor, Chief Executive Officer, Omnicom Precision Marketing: "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."

Vertical specialisation and governance focus

The solution will be tailored to specific industry requirements, with governance frameworks embedded for sectors with complex regulatory environments. Omnicom’s Precision Marketing Capability will lead development and operational delivery of the system, including the creation of new AI agents delivered as managed services.

Paolo Yuvienco, Chief Technology Officer, Omnicom: "Our clients don’t want another AI vendor adding complexity to their operations. They want systems built for enterprise reality: governance at scale, vertical specialization, and the ability to move from brief to activation without multiple tool switches."

Data infrastructure and identity layer integration

A key component of the system is Omnicom’s integration of Acxiom Real ID, which provides a privacy-focused identity framework supporting audience targeting and segmentation. This data layer feeds into Adobe Real-Time Customer Data Platform, enabling a unified view of customer interactions across channels.

The companies state that this structure is intended to reduce onboarding friction and improve data consistency across marketing teams.

Strategic centre supports global rollout

To support deployment, Omnicom is establishing a centre of excellence to coordinate implementation across its priority verticals. The initiative will be jointly governed by Omnicom and Adobe to ensure alignment on product development and operational delivery.

Stephen Frieder, Chief Revenue Officer, Enterprise at Adobe: "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."

The partnership reflects a broader industry shift toward integrated AI systems designed to connect marketing strategy with execution at enterprise scale.

www.omc.com

www.adobe.com

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