This tool applies Google’s ABCD framework to YouTube creatives to assess four key performance pillars: attention, branding, connection, and direction. These pillars determine how effectively your campaign captures attention, strengthens brand recall, builds emotional engagement, and drives action.
omnicom advertising and google has launched the Middle East’s first AI-powered creative intelligence system that combines Google’s ABCD framework with Omnicom’s proprietary creative AI to evaluate and optimize ads before they are published. The system is already being piloted at du and marks the beginning of a broader rollout to Africa, the Middle East and Turkey, with global expansion also planned.
This effort represents the first customized deployment of Google’s ABCD AI detection tool in the Africa, Middle East, and Turkey (AMET) region. This tool applies Google’s ABCD framework to YouTube creatives to assess four key performance pillars: attention, branding, connection, and direction. These pillars determine how effectively your campaign captures attention, strengthens brand recall, builds emotional engagement, and drives action.
Omnicom has powered this system with Brave Bot, a proprietary AI layer designed to measure creativity through the lens of uniqueness, innovation, cultural relevance, and originality. By combining both systems, the platform transforms subjective feedback into accurate, actionable insights, allowing teams to refine elements such as pacing, brand visibility, and calls to action.
The solution was first piloted by du, which analyzed 10 video assets to identify gaps in brand presence, pacing, and emotional connection that traditional reviews missed. Effectiveness scores range from 44% to 80% and provide both a benchmark for performance and clear recommendations for improvement.
“It’s about further honing our creative instincts with the power of AI. It’s about providing teams with creative partners who work together to deliver audience, culture, innovation, and platform insights in real time. When Google’s ABCD agent flags early attention deficits, Brave Bots often flag as too safe or too familiar in the same moment, resulting in work that is effective, distinctive, performance-optimized, and built to be memorable.”
– Noah Khan, Omnicom Advertising CEE & AME Chief Innovation Officer
The platform also incorporates a layer of cultural intelligence to ensure campaigns resonate with local audiences, addressing not only structural performance but also relevance in different markets.
“At Google, we have always believed that AI is a catalyst for creative impact, especially when combined with human ingenuity. By using our foundational ABCD AI detector and engineering our own 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 core It’s a great example of taking a framework and customizing it to build a campaign that’s culturally resonant and ready to perform on YouTube, straight from the source.”
– Aishi Lahiri, Director of Advertising Solutions, Google MENA
For du, this pilot reflects a shift in the way creative performance is measured in competitive markets.
“In a competitive market like ours, we need to be creative fast. This system makes it clear what’s actually driving performance. It not only shows us what’s going wrong, but also shows us how to fix it. As a result, we’re getting stronger creative and faster turnaround times. This means we can be more agile for our customers.”
– Mr. Ibrahim Al Mayahi Al Nuaimi, Vice President of Brand & Marketing Communications, Du
Following the success of the pilot, Omnicom Advertising plans to expand the system to its entire Middle East customer base in 2026, and then to 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 effects solution.
“We’re not using AI to make our work more automated. We’re using it to make our work more intentional and to ensure that every good idea produces a great result.”
– Noah Khan, Omnicom Advertising CEE & AME Chief Innovation Officer
