{"id":18186,"date":"2026-04-27T10:31:11","date_gmt":"2026-04-27T10:31:11","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/18186\/"},"modified":"2026-04-27T10:31:11","modified_gmt":"2026-04-27T10:31:11","slug":"omnicoms-new-influencer-marketing-tool-uses-agentic-ai-to-tweak-brand-safety-concerns","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/18186\/","title":{"rendered":"Omnicom\u2019s New Influencer Marketing Tool Uses Agentic AI to Tweak Brand Safety Concerns"},"content":{"rendered":"<p>OMG\u2019s 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\u2019s clients. The tool was built using Google\u2019s large language models for GeminiVeo and Nano Banana.<\/p>\n<p>The idea is to identify and remove flagged creator content \u2014 such as videos that don\u2019t meet a brands\u2019 safety standards or inadvertently promote a competitor \u2014 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.<\/p>\n<p>\u201cNot every piece of content exactly meets the brief \u2014 sometimes, it\u2019s just a slight tweak or refinement,\u201d Blazaitis said. \u201cThe back and forth, reshoots, and rebriefing takes a lot of time.\u201d<\/p>\n<p>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.<\/p>\n<p>The feature is being used by clients in categories that require a high level of governance, such as alcohol brands.<\/p>\n<p>Creo\u2019s 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\u2019s required that in advertising where ladders are shown, brands follow the \u201cthree-point rule\u201d: 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. <\/p>\n<p>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\u2019s positioning.<\/p>\n<p>Keeping competitors out of creator content is also expected to be a top use of the tool. For example, a competitor\u2019s color or logo may inadvertently be on the screen. That can now be easily changed.<\/p>\n<p>                       <a class=\"link-reset text-decoration-none\" href=\"https:\/\/www.adweek.com\/commerce\/omnicom-opens-its-tech-platform-to-connect-microinfluencers-with-big-brands\/\" target=\"_blank\" rel=\"nofollow noopener\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.europesays.com\/ai\/wp-content\/uploads\/2026\/04\/omnicom-influencers-platform-brands-2025.jpg\" alt=\"teaser-image\" aria-label=\"teaser-image\" class=\"image image--partner\"\/><\/a>                   <\/p>\n<p>Notably, changes made by the tool are not substantial enough to alter the original meaning or content of a creator\u2019s post, Blazaitis said.<\/p>\n<p>\u201cWe\u2019re not changing and distorting the vision of the content \u2014 it truly is for governance and refinement,\u201d he said.<\/p>\n<p>For Google, Creo\u2019s tool is a way to get its large language models into the hands of influencer marketers.<\/p>\n<p>\u201cThis collaboration with Creo brings our latest AI models directly into the creator workflow,\u201d said Tarun Rathnam, Google Cloud\u2019s director of AI and Cloud for marketing. \u201cThe 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.\u201d\u00a0<\/p>\n<p>Feeding the feeds<\/p>\n<p>Creo\u2019s 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.<\/p>\n<p>\u201cIt\u2019s the savings part, sure, but it\u2019s actually about reapplying those dollars to get better content into market at a higher volume,\u201d he said.<\/p>\n<p>The tool builds on Creo\u2019s move into using more technology to manage influencer marketing. A year ago, Omnicom <a href=\"https:\/\/www.adweek.com\/commerce\/omnicom-opens-its-tech-platform-to-connect-microinfluencers-with-big-brands\/\" target=\"_blank\" rel=\"nofollow noopener\">opened up its tech platform<\/a> Omni to connect brands with influencers. Since then, Creo has launched agents for finding creators, briefing creators, and vetting content.<\/p>\n<p>Creo hopes that adding AI to the vetting process will help speed up content creation.<\/p>\n<p>\u201cThis tool allows us to review a high volume of content with fewer errors and allow it to get to market faster,\u201d Blazaitis said.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"OMG\u2019s influencer agency, Creo, is launching a feature that uses agentic AI to identify and fix risky or&hellip;\n","protected":false},"author":2,"featured_media":18187,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[179,7493,1367,13034,13033],"class_list":{"0":"post-18186","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-agentic-ai","8":"tag-agentic-ai","9":"tag-agentic-artificial-intelligence","10":"tag-exclusive","11":"tag-influencers-creators","12":"tag-premium"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/18186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=18186"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/18186\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/18187"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=18186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=18186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=18186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}