Shaping GenAI Strategy for a Global AdTech Platform

The Opportunity

Code Worldwide, a leading Omnicom agency, was developing a next-gen AdTech platform for global clients such as Volkswagen. At its core, the platform aimed to help brands better understand and optimise the performance of creative assets (images, video, etc.) across markets — and to do so using data rather than guesswork.

Initial development had focused heavily on the technical layer: data science, customer datasets, and experimentation. I was brought in to bring structure, real-world commercial use cases, and a go-to-market strategy that would resonate with enterprise clients.

The Challenge

The core issue: global advertisers lacked visibility into how their creative assets were performing across regions. Assets created and paid for at a market level weren't being leveraged globally. A generative AI-powered platform promised to change this — by creating a global taxonomy, surfacing patterns in asset performance, and enabling reuse and optimisation at scale.

The solution combined big data insights with generative AI, making it possible to:

• Identify overlapping customer preferences between seemingly unrelated markets (e.g. Peru and Scandinavia)
• Recommend asset reuse to reduce production costs
• Enable dynamic personalisation of imagery in-browser using cookie data

The Approach

I focused on translating technical potential into business value:

• Developed commercial use cases for GenAI across global brands and markets
• Defined clear strategic benefits for advertisers (cost savings, increased ROI, asset reusability)
• Worked with technical and design teams to establish a scalable, modular product architecture
• Provided guidance on site structure, data models, and interface design for enterprise usability

The Output

• Delivered real-world GenAI use cases tailored to client needs (Volkswagen and others)
• Defined MVP scope and roadmap aligned to strategic outcomes
• Shaped a product that could be rolled out across markets and scaled across clients
• Helped reposition the platform from "AI experiment" to commercial product

The Outcome

The work helped transform the initiative from a data science exercise into a focused SaaS offering — ready to bring measurable impact to global advertisers. By grounding the AI potential in real commercial outcomes, the platform gained traction with leadership and increased internal alignment around its go-to-market value.