Power Digital launches AI marketing system for agencies

Power Digital has launched an AI-based marketing operating system for its agency business, combining internal data, strategy tools and creative analysis in a single model.

The San Diego-based marketing group said the product is built around three in-house technologies: Iris, Omega and Creative Affinity. It described the launch as the latest step in a long-running effort to embed proprietary data and software into its client work.

Management is positioning the system as a response to demands from chief marketing officers for clearer evidence that marketing spend is delivering commercial results. The company cited survey data showing that proving marketing's value remains a leading concern for senior marketers.

Rather than adding more reporting layers, Power Digital has rebuilt its strategy, media, creative and analytics work around a shared intelligence layer. The layer is designed to sit within day-to-day work between the agency and its clients, rather than being used only for reporting after campaigns have run.

Iris is the system's decision engine. Power Digital said it was trained over three years on the group's growth framework, incrementality tests and transaction data to identify the factors limiting a client's growth and recommend the next action.

Omega is the execution layer. The company described it as the environment where agency staff, AI agents and clients manage campaigns together, review recommendations and approve actions tied to agreed performance indicators.

Creative Affinity, the third component, focuses on creative work. Power Digital said it analyses millions of creative assets to assess likely performance and refine future output over time.

Each signal, decision and outcome generated through the system feeds back into it, allowing the model to update as more work is completed. Power Digital argued that this keeps institutional knowledge inside the platform rather than limiting it to individual account teams.

Jeff Mason, Chief Executive Officer of Power Digital, linked the system to the agency's sector-based operating model.

"AI has made it easier than ever to generate content, insights and recommendations, but the value of any output depends on the expertise applied to it," said Jeff Mason, Chief Executive Officer of Power Digital. "That's why we've built Power Digital around specialized vertical divisions instead of generalist teams, and why we invested more than three years training our own intelligence layer. Our people bring the category expertise. Our AI brings speed to insight and speed to action. Together, they change what a growth partner can do."

How it works

Omega is not designed as a dashboard or conventional reporting tool. Instead, it is intended to operate as a shared workspace where clients can see recommendations, track actions against key metrics and work directly with agency teams in real time.

That marks a shift away from the monthly reporting cycle that has long shaped agency-client relationships. Power Digital said clients now work inside the same operating environment as the agency team, with visibility into what is working, what is not and what changes are being made.

John Saunders, Senior Vice President of Innovation at Power Digital, led the development of Iris and Omega, according to the company.

"Our data warehouse gave us the foundation. The hard part was turning a decade of data into intelligence you can trust," said John Saunders, Senior Vice President of Innovation at Power Digital. "Omega isn't one model behind a chat window. It's a fleet of specialized agents running around the clock against live data, and every action they take gets approved by a strategist. Every outcome feeds the next recommendation, so the platform gets sharper with every action it takes. We took how a great agency operates and rebuilt it as an AI ecosystem with human judgment at the core."

Agency shift

The launch reflects a broader change across marketing services, as agencies face pressure to show that technology investments can produce measurable business outcomes rather than simply automate content production or reporting. Many groups have adopted generative AI tools for campaign development and customer analysis, but fewer have built internal systems that span strategy, execution and measurement in a single structure.

Power Digital argues that a system trained on its own account history and operating methods can make more relevant recommendations than general-purpose AI tools. The company said its model draws on thousands of incrementality tests, thousands of client engagements and billions of dollars in transaction data.

Ben Dutter, Chief Strategy Officer at Power Digital, said that proprietary focus sets the system apart.

"General-purpose AI is powerful, but it doesn't know your business," said Ben Dutter, Chief Strategy Officer of Power Digital. "Ours does. Iris is trained on thousands of incrementality tests, billions of dollars in transaction data and the Power Circuit framework we've refined across thousands of client engagements. That's the difference between a system that can write you a recommendation and one that can tell you the right recommendation for your business. It's why our clients grow 2.5x faster than the industry average."

Power Digital said all actions recommended through Omega are logged against a key performance indicator, allowing users to compare results before and after changes are made. The company said this is intended to make decision-making more traceable and give clients a closer view of the effect of agency work on revenue and growth targets.

Mason said the company still expects people to make the final decisions, with the technology acting as support rather than replacement.

"The winning equation is the best talent plus the best tech," said Mason. "AI doesn't replace our people, it gives them and our clients time back to solve the problems that actually move the business. People still make the calls. The tech makes them sharper."