# Production Business as Change Agent

> Omnicom CEO says AI turns ad production into strategic client partner.
- Title: Production Business as Change Agent · Financialexpress
- Summary: Omnicom CEO says AI turns ad production into strategic client partner. Omnicom Productions CEO Sergio Lopez Ferrero states AI has made ad production a…
- Keywords: omnicom productions, sergio lopez ferrero, advertising, brand messaging, client partnership, business, money, news, Production, Change, Agent, Financialexpress
- Source: Financialexpress — https://financialexpress.com/business/brandwagon-production-business-has-become-the-change-agent-for-clients-omnicom-productions-ceo-4352641
- Author: Kartikay Kashyap
- Published: 2026-10-02T15:58:39+00:00
- Read time: 1 min
- Topics: omnicom productions, sergio lopez ferrero, ai, advertising, brand messaging, client partnership, business, money, news
## AI reshapes ad production
Artificial intelligence has fundamentally reshaped the advertising landscape, touching every phase of a campaign from initial conception to final optimization.
## Sergio Lopez Ferrero
Sergio Lopez Ferrero, global CEO, Omnicom Productions, discusses how AI is transforming advertising production into a strategic, data-driven process focused on personalization, efficiency, and consistent brand messaging.
## More is not better
In 80% of cases, showing no ad to a consumer is better than showing a bad ad, according to internal data.
## Personalization key
Brands must deliver personalized experiences for consumers across shopping, music, and content to connect effectively.
## Production as strategic partner
Production houses now act as strategic partners by connecting creative DNA with scaled, optimized data for consistent brand messaging.
## AI saves time and risk
AI enables remote location shoots and explosions without physical risk, freeing producers to focus on creative collaterals and cross-platform content.
## Production becomes strategic
The production industry has moved from execution to strategic client partnership, focusing on data-driven personalization and consistent brand messaging.
## Key takeaway

Omnicom Productions CEO Sergio Lopez Ferrero states AI has made ad production a strategic client partner through data-driven personalization and consistent brand messaging.