OMG’s influencer agency, Creo, is launching a feature that uses agentic AI to identify and fix risky or undesirable creator content made on behalf of Omnicom’s clients. The tool was built using Google’s large language models for GeminiVeo and Nano Banana.
The idea is to identify and remove flagged creator content — such as videos that don’t meet a brands’ safety standards or inadvertently promote a competitor — that marketers may not want to see in the final edit. Fixing these issues typically requires reshooting content and making additional edits, which can add up in fees and time, said Kevin Blazaitis, president of Creo.
“Not every piece of content exactly meets the brief — sometimes, it’s just a slight tweak or refinement,” Blazaitis said. “The back and forth, reshoots, and rebriefing takes a lot of time.”
Reshooting or editing content can add up to an additional week to production time, while fixing issues using the AI tool takes a few minutes, Blazaitis said. Once the tool updates a piece of content, Creo sends a side-by-side visual showing the change to clients, which they can then approve.
The feature is being used by clients in categories that require a high level of governance, such as alcohol brands.
Creo’s agentic tool also addresses other brand-specific standards. For a home-improvement brand, for instance, Creo identified an issue with a piece of content featuring a ladder. It’s required that in advertising where ladders are shown, brands follow the “three-point rule”: in order words, the person shown on the ladder needs to keep a total of three arms or legs on the ladder at all times when climbing or descending.
Creo found a piece of content that showed someone using a ladder to assemble a bed who did not abide by the three-point rule, and used the tool to adjust for the person’s positioning.
Keeping competitors out of creator content is also expected to be a top use of the tool. For example, a competitor’s color or logo may inadvertently be on the screen. That can now be easily changed.
Notably, changes made by the tool are not substantial enough to alter the original meaning or content of a creator’s post, Blazaitis said.
“We’re not changing and distorting the vision of the content — it truly is for governance and refinement,” he said.
For Google, Creo’s tool is a way to get its large language models into the hands of influencer marketers.
“This collaboration with Creo brings our latest AI models directly into the creator workflow,” said Tarun Rathnam, Google Cloud’s director of AI and Cloud for marketing. “The integration empowers brands and creators to collaborate at the speed of culture, unlocking faster, higher-quality content production and near-instant automated refinements at scale.”
Feeding the feeds
Creo’s tool is designed to help brands keep up with the increasing pressure to crank out more creator content to stay relevant online. Blazaitis said that the time and money saved by using AI can be reinvested not just in more content, but putting paid media behind that content.
“It’s the savings part, sure, but it’s actually about reapplying those dollars to get better content into market at a higher volume,” he said.
The tool builds on Creo’s move into using more technology to manage influencer marketing. A year ago, Omnicom opened up its tech platform Omni to connect brands with influencers. Since then, Creo has launched agents for finding creators, briefing creators, and vetting content.
Creo hopes that adding AI to the vetting process will help speed up content creation.
“This tool allows us to review a high volume of content with fewer errors and allow it to get to market faster,” Blazaitis said.