Agency groups building their own AI
12 marketing tech companies in Agency Innovation, in 5 countries. Marketing tech is the software and AI built for marketing and advertising: the tools marketers, brands and agencies use to make content and creative, buy and optimise media, win search and AI answers, run email and lifecycle programmes, understand customers and measure what works. This map covers the part being rebuilt around AI: AI-native marketing and advertising software; AI-native agencies that deliver the work on technology they build themselves; and the established martech and adtech vendors and agency groups with large, named AI programmes.
- Croud: Independent media, creative and data agency selling five technology suites it names, such as DarwinCI for media and CreativeCI for creative.
- Deloitte Digital: Deloitte's digital creative and marketing arm, with a named generative AI campaign engine, CreativEdge.
- Dentsu: Japanese agency group with its own AI stack: dentsu.Connect and the Idea Builder generative platform. (Tokyo, Japan)
- Havas: Agency group that rebuilt around Converged.AI, a suite of its own planning, measurement and content tools. (France)
- Omnicom: Agency group whose Omni platform now includes Acxiom data and agentic tools after the IPG merger. (United States)
- Publicis Groupe: Agency group that put €300M over three years into CoreAI, an AI layer built on Marcel and its Epsilon data. (Paris, France)
- Serviceplan Group: German independent agency group whose House of AI deploys AI agents and tools across the marketing value chain. (Germany)
- Stagwell: Agency group with The Machine, an agentic operating system built by Code and Theory, plus self-service AI products. (New York, United States)
- Tinuiti: Performance media agency with its own Bliss Point operating system and an MCP server that lets AI agents read its measurement.
- WebFX: Large digital agency running its work on RevenueCloudFX, its own revenue platform that now tracks AI visibility.
- WPP: Agency group that builds WPP Open, its own AI marketing platform, on a budget of about £300M a year. (London, United Kingdom)
- Wpromote: Full-funnel agency with Polaris IQ, its own marketing intelligence platform, plus AI search and agentic media buying work.
The Marketing Tech Map is published by Eilla AI. Map criteria · What's new · Summary for AI tools
Also by Eilla AI: AI-Native Services Map · The Legal Tech Map · AI Deployment Firms