TBWA\RAAD Launches BETA Series Focused on AI, Culture and Connected Commerce

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The name BETA is said to be no accident. Rooted in TBWA's foundational belief that the most resilient brands and agencies are never finished, always iterating, always reinventing, never too comfortable with the status quo to ask what comes next.

"We say we are always in BETA", said Reda Raad, Group CEO of TBWA\RAAD. "That is not a metaphor. It is how we work. This event is an extension of that mindset, a space where we bring our clients into the process of thinking, questioning, and building what's next together. The brands that will win are the ones who treat today as a permanent prototype."

The inaugural half-day gathering brought together marketers, business leaders, and industry specialists from across the region, with contributions from TBWA\RAAD,  Omnicom Advertising, Google and Flywheel Commerce Network.

The programme examined five key themes shaping the industry: AI and creativity, cultural strategy, YouTube effectiveness, connected marketing intelligence, and commerce.

Opening the event, Noah Khan, Chief Innovation Officer at Omnicom Advertising CEE & AME, addressed the current state of AI adoption in marketing. Citing industry data, Khan noted that while AI is now widely used within creative processes (83% of ad executives now deploy AI in the creative process,, many generative AI initiatives have yet to demonstrate measurable business impact, arguing that adoption alone is no longer a competitive differentiator.

TBWA\RAAD's strategy team, led by Chief Strategy Officer Catherine Bannister and Head of Strategy Astha Sirpaul, presented findings from TBWA Backslash's 2026 Edges report. The report examines global cultural shifts and emerging consumer behaviours, with this year's theme, "Proof of Human", exploring growing demand for authenticity and human connection in an increasingly AI-mediated environment.

Google's Ali Cheikhali, Creative Strategy and Innovation Lead, focused on creative effectiveness in digital environments, highlighting the role of tailored creative assets and AI-powered optimisation in improving campaign performance on YouTube.

The event also featured presentations on Omnicom's OMNI platform, outlining its use of AI-driven workflows across strategy, creative development, production, activation and measurement.

Rony Skaf, Head of Digital and Innovation at TBWA\RAAD, joined Sirpaul in demonstrating the platform's capabilities.

Closing the programme, Sulagna Kapoor, Senior Director at Flywheel Commerce Network, discussed the growing convergence of media, retail and performance marketing, presenting examples of integrated commerce strategies designed to connect brand investment more directly with sales outcomes.

One of the event's more unusual features was the presence of Zaki, TBWA\RAAD's AI-powered robot, which acted as host throughout the sessions.

According to TBWA\RAAD, BETA will return as an ongoing platform bringing together marketers, technology partners and industry experts to discuss developments shaping the future of marketing and communications. 

As agencies race to position themselves around AI, BETA reflects a broader industry shift—from talking about technology itself to proving its relevance through measurable business outcomes.