{"id":22498,"date":"2025-07-28T17:53:53","date_gmt":"2025-07-28T17:53:53","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=22498"},"modified":"2025-07-28T17:53:55","modified_gmt":"2025-07-28T17:53:55","slug":"do-agencies-want-to-use-new-generative-ai-creative-tools","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=22498","title":{"rendered":"Do agencies want to use new generative AI creative tools?"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">A number of buzzy, AI-related startups have gotten financial backing from major VC firms. However, with an influx of tools that claim to make ad creation easier, some agencies are approaching them with caution.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cOn the one hand, we have a lot of enthusiasm, and our creatives are always very excited to try out these new tools,\u201d Michael Horn, global head of AI at Omnicom Advertising Group, said. \u201cThen we have a lot of responsibilities from an ethical, regulatory, and privacy perspective.\u201d<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Do a cartwheel:<\/strong> What are some of these tools? Look no further than Cartwheel, a generative AI tool focused on 3D animation that was started by OpenAI and Google alums and is backed by Khosla Ventures and Jeffrey Katzenberg\u2019s firm WndrCo. The company raised a cool $10 million in May. Or Captions, an AI video startup that\u2019s collected over $100 million from VC firms like Andreessen Horowitz and Sequoia Capital, which debuted a set of advertising tools called Mirage Studio last month that can create video content from scratch.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201c[For] pitches you don\u2019t have a big budget, and you need to do it fast, and you need to try a bunch of stuff quickly. Speed is what Cartwheel is designed for. 3D character animation is the type of animation we\u2019re doing, and that\u2019s the most expensive type of animation,\u201d Jonathan Jarvis, Cartwheel co-founder and CEO, said. \u201cThe director will have an idea, and they\u2019ll assign something to an animator. The animator goes away for three days or a week, animates it, and comes back to the director. The director gives notes, repeat, repeat, repeat. That\u2019s a big reason why it\u2019s so expensive.\u201d<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\"><strong>Dot the I\u2019s and cross the T\u2019s: <\/strong>While startups like Cartwheel may be buzzy, performing due diligence is key, Horn said. For context, Omnicom already has agreements in place with what he called \u201chyperscalers\u201d like OpenAI and Google, he said, \u201cand we have indemnification agreements with those companies.\u201d Tools from those companies are made available across the agency. The agency has also already put out work for clients like McDonald\u2019s and Nike that was created with the use of AI.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">For the new wave of emerging GenAI creative tools, Omnicom only plans to work with \u201ccompanies that can offer indemnification [and are] not going to generate material that is trained on copyrighted inputs ,\u201d Horn said. Newer tools can also be leveraged more to fulfill bespoke client needs. Creatives are allowed to test them, but Omnicom is more selective when it comes to choosing which ones to use for clients.<\/p>\n<p class=\"dist__StyledText-sc-1ef9199a-8 zNSXu\">\u201cWe are simultaneously evaluating literally dozens of these types of new generative tools, and each of them have their special sauce,\u201d Horn said. \u201cAt the same time, we have a very rigorous governance process before we can use any of this on commercial work.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/07\/28\/agencies-generative-ai-creative-tools?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too. A number of buzzy, AI-related startups have gotten financial backing from major VC firms. However, with an influx of tools that claim to make ad creation easier, some agencies are approaching them with caution. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22498","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Do agencies want to use new generative AI creative tools? | Brandiary<\/title>\n<meta name=\"description\" content=\"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=22498\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do agencies want to use new generative AI creative tools? | Brandiary\" \/>\n<meta property=\"og:description\" content=\"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=22498\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-28T17:53:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-28T17:53:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/07\/1753725234_f9602771ed20847775529ed15d69aa5301a33477-1080x495.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Do agencies want to use new generative AI creative tools?\",\"datePublished\":\"2025-07-28T17:53:53+00:00\",\"dateModified\":\"2025-07-28T17:53:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498\"},\"wordCount\":548,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=22498#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498\",\"url\":\"https:\/\/mysourcefunding.com\/?p=22498\",\"name\":\"Do agencies want to use new generative AI creative tools? | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2025-07-28T17:53:53+00:00\",\"dateModified\":\"2025-07-28T17:53:55+00:00\",\"description\":\"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=22498\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=22498#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Do agencies want to use new generative AI creative tools?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Do agencies want to use new generative AI creative tools? | Brandiary","description":"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=22498","og_locale":"en_US","og_type":"article","og_title":"Do agencies want to use new generative AI creative tools? | Brandiary","og_description":"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related","og_url":"https:\/\/mysourcefunding.com\/?p=22498","og_site_name":"Brandiary","article_published_time":"2025-07-28T17:53:53+00:00","article_modified_time":"2025-07-28T17:53:55+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/07\/1753725234_f9602771ed20847775529ed15d69aa5301a33477-1080x495.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=22498#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=22498"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Do agencies want to use new generative AI creative tools?","datePublished":"2025-07-28T17:53:53+00:00","dateModified":"2025-07-28T17:53:55+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=22498"},"wordCount":548,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=22498#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=22498","url":"https:\/\/mysourcefunding.com\/?p=22498","name":"Do agencies want to use new generative AI creative tools? | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2025-07-28T17:53:53+00:00","dateModified":"2025-07-28T17:53:55+00:00","description":"The venture-capital world seems to be betting big on generative AI creative tools, and it wants adland to buy in, too.A number of buzzy, AI-related","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=22498#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=22498"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=22498#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Do agencies want to use new generative AI creative tools?"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/22498","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=22498"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/22498\/revisions"}],"predecessor-version":[{"id":22500,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/22498\/revisions\/22500"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/22499"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=22498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=22498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=22498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}