For decades, the global advertising business has been built on human ingenuity, creative instincts and customer relationships. But at Omnicom Group, that foundation is being readjusted as technology, especially artificial intelligence, begins to redefine how agencies work.
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At the end of 2025, the company employed approximately 120,000 people worldwide in creative, media, data and consulting roles across its global network.  Its employees, who have long been the company’s main asset, now sit at the center of structural change.
Omnicom describes its employees as essential to understanding a client’s brand and translating it into effective communications across channels. But the report also reveals that the nature of that work is evolving. Fluency with data, automation, and algorithmic systems is increasingly required, as well as storytelling.
The company has integrated generative AI into its core workflows, from media planning to creative development and analytics.  This integration is expected to increase productivity and reshape the way work is done across disciplines. It also creates new demands on human resources.
Omnicom warns of the growing need for employees trained in artificial intelligence, machine learning and advanced analytics. The risks, as outlined in the report, are straightforward. If we are unable to attract and retain such talent, our ability to compete in a rapidly changing marketplace may be weakened. 
At the same time, the company continues to focus on training and development as a top priority, implementing programs designed to build leadership and professional skills across its workforce. This does not mean making people less important, but redefining what they must be able to do.
This shift comes as agencies face increased pressure from clients to deliver more measurable outcomes across an often fragmented and rapidly changing media landscape. In that environment, traditional boundaries between creative, media and technology roles are beginning to blur.
The challenge for Omnicom is not just to scale, but to adapt. Managing a workforce of this size has always been complex. As we do so, rebuilding our skill base for an AI-driven future may be one of our most important tests.
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