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Introducing the Agentic Operating Model for Enterprise Marketing

Mind The Gaps

The AI gap is growing. Many enterprises have invested heavily in AI capabilities. Data infrastructure. Creative production. Analytics and measurement. But without orchestration, these systems don't deliver the outcomes or value required in today’s landscape. The gap between best-in-class and everyone else is only getting bigger.

AAOM workflow: Capturing Data leads to an Opportunity Identified (AI recommendation) and a campaign calendar, then Approved Assets, a Creative Brief, Assignments to people and an AI agent, and Tasks; the generated social posts and website hero feed Post Insights (clicks, CTR, top creative signals) and a cart abandonment and recovery recommendation, ending with a personalized email and Launch.

Now, there is a way to not only keep up,
but to set the pace.

The Agentic Operating Model for Enterprise Marketing.

AOM is a governed AI orchestration model that turns fragmented marketing capabilities into an integrated operating system. Built on Adobe's platforms, Omnicom's intelligence, and AWS cloud infrastructure, it connects planning, creative, activation, and measurement into one seamless workflow.

One Connected Operating Model. Built Together.

Built on Adobe's foundational stack, Acxiom's powerful data foundation, and Omnicom's industry expertise, data, tools, and specialized agents.

AOM, the Agentic Operating Model, where Adobe and Omnicom overlap

  • Content & Creative: Adobe Experience Manager, Edge Delivery, Firefly, Frame.io
  • Data & Journey: Real-Time CDP, Customer Journey Analytics, and Adobe Journey Optimizer
  • Orchestration: Adobe Workfront
  • Plus a growing bench of Adobe agents embedded in CX Coworker

  • A set of specialized agents for campaign planning, creative briefs, tactical briefs, and close-out
  • Plus proprietary tools like Affinity Hub, ArtBot, Acxiom for identity and data enrichment, Acxiom's Compliance Accelerator, and the Marketer Console itself

The Omnicom + Adobe partnership brings industry expertise, governance frameworks, and compliance know-how to your business with your data.

AOM runs in your environment, on your licenses, with your data and marketing IP under your control.

How it works

One System.
Five Connected Modules.
Limitless outcomes.

AOM is built from five connected modules that take campaigns from insight to creative development, activation and optimization. Each module works on its own, so you can start where you need it most. Together, they connect end to end. A new model for operational change and marketing outcomes.

  1. Identify opportunities, audiences, and priorities from customer, market, and performance signals. As AOM’s entry point, the Marketing Console is your command center—bringing together third-party competitive insights and your own campaign-performance data so you can prioritize what matters. Intelligent recommendations help put the most relevant audiences and opportunities into focus.

  2. Turn opportunity into complete, actionable briefs, with objectives, audience, channels, timing, and measurement defined from the start. Assign work to your team or to AI agents through one coordinated plan, with clear visibility into progress and human review built in where it matters. Planning that took weeks now takes minutes.

  3. Create, adapt, review, and approve reusable content across channels as one coordinated customer journey, connecting the platforms your teams already use. Generate channel-ready variants in moments, with brand and compliance checks built in before anything reaches review, so you get fewer rounds and less rework.

  4. Launch approved creative as a live, coordinated customer experience across channels. Agents build and sequence the journey, and your team reviews and approves it before it goes live. Every customer gets a personalized, connected experience, and you go from approval to activation in a fraction of the time.

  5. Coordinate audiences and journeys from one view, so every customer interaction works toward the same goal. Performance data flows back in real time, showing what’s working and where to adjust. Each campaign makes the next one smarter, turning your marketing into a system that keeps improving.

Agents operate with human-in-the-loop governance at every stage.

Agents work alongside your teams, never replacing judgment, always accelerating execution.

Enabled by Shared Capabilities.

Enabling these modules is a foundation of connected and overlapping capabilities that power everything.

  • Marketing Console

    The Marketing Console brings competitive insights and campaign performance data together, so teams can act on what matters most.

  • Agentic
    Orchestration

    A reasoning and decisioning layer combines Omnicom and Adobe agents, sequencing work automatically across teams and systems.

  • Content
    Supply

    Content supply chain optimization compresses the creative production from weeks into days while keeping everything on brand.

  • Unified
    Customer Data

    A unified customer data ecosystem resolves anonymous and known customers into one real-time profile. Creating a single source of truth for everything.

  • Real-time
    Activation

    Real-time activation turns customer profiles into personalized experiences across the web, email, SMS, and social where strategy and data reach the customer.

Built for Your Industry.

Pre-configured for Automotive, Pharmaceutical, Financial Services, and Retail—each addressing distinct industry tensions.

Automotive

From configurator to showroom

Unified customer recognition from anonymous browse through configured build to dealer handoff. Close the gap between Tier 1 (OEM) and Tier 3 (dealer).

Financial Services & Insurance

Life event to compliant multi-policy activation

Recognize customers at the household level; activate compliant personalization at scale across auto, home, and umbrella products simultaneously.

Pharmaceutical

Indication to HCP engagement

One operating flow connects audience qualification, content assembly, MLR review, activation, and measurement without shortcutting compliance.

Retail

Brand.com to retail media

Recognize returning shoppers, eliminate reacquisition waste, activate consistent creative across brand, email, SMS, social, and retail media networks—all from one profile.

Four Outcomes.

  • Speed
    to Market

    Plan, brief, and assets move through one connected system. Campaign lead time compressed from months to weeks. Agents handle sequencing; humans handle decisions.

  • Accountability & Cost Clarity

    Every dollar traces to the strategy that justified it. Full transparency from ideation through activation. Campaign-level ROI is measurable and reportable.

  • Governance &
    Brand Safety

    No AI action bypasses a human decision point. Every action is tracked in Workfront audit trails. MLR review (Pharma), compliance pre-check (FinServ), and brand governance run with the work—not after.

  • Control & Data Ownership

    AOM is built on your side of the line. Runs on your platforms, your licenses, holds your data. Works with vendors and 3rd party platforms you already have.

Find us across the program, on the stage, and out and about.

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