Omnicom and Google Launch AI System to Score Video Ads Before They Run
Omnicom Advertising and Google have deployed an AI-powered system in the Middle East that evaluates video creative for YouTube before campaigns go live. The tool combines Google's ABCD framework-which measures Attention, Branding, Connection, and Direction-with Omnicom's proprietary creative assessment layer called Brave Bot.
The system was piloted with du, a Middle East telecommunications company, where it analyzed 10 video assets and identified gaps that traditional creative reviews had missed. Effectiveness scores ranged from 44% to 80%.
How It Works
Google's ABCD framework assesses how effectively a video captures viewer attention, reinforces brand recall, builds emotional engagement, and drives action. Brave Bot adds a second layer, evaluating distinctiveness, innovation, cultural relevance, and originality.
When the two systems flag the same moment-say, weak opening attention-they provide specific recommendations. If Google flags a weak opening and Brave Bot flags it as too safe, the creative team gets clear direction: strengthen the opening and make it more distinctive.
The platform includes cultural intelligence designed to ensure ads resonate with local audiences, not just perform well on paper.
What the Pilot Revealed
Du's pilot showed the system identifies issues humans miss. The analysis highlighted gaps in brand presence, pacing, and emotional connection that traditional reviews overlooked. The company said faster turnarounds and stronger creative output followed.
"This system gives us clarity on what's actually driving performance," said Ibrahim Al Mayahi Al Nuaimi, Vice President of Brand & Marketing Communication at du. "It doesn't just tell us what's wrong, it shows us how to fix it."
What's Next
Omnicom plans to expand the system across its Middle East client base in 2026, then scale to Africa, the Middle East, and Turkey. The company is exploring applications beyond YouTube, including social video, connected TV, and digital out-of-home advertising.
Noah Khan, Chief Innovation Officer at Omnicom Advertising CEE & AME, said the goal is making creative work "more intentional" rather than more automated. "We're using AI to make sure every great idea delivers a great result," Khan said.
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