R/GA’s new tool helps brands embrace the hyper-personalized future of advertising

The creative company R/GA thinks the marketing and advertising campaigns of the future will act like living systems, evolving with real-time data and responding to site-specific conditions. To make that possible, it says new platforms will have to come online—and it’s starting with a new AI tool called the BRDNA Sequencer. The BRDNA Sequencer trains itself on a company’s brand guidelines—including fonts, colors, layout rules, and tone of voice—and translates them into a format that artificial intelligence agents can read and understand. (BRDNA stands for “brand DNA.”) From there, the company can use simple plain language prompts to generate directly editable assets like social assets, marketing emails, and CRM systems. R/GA is launching the tool this month as a service for its direct clients. R/GA Global Chief Business Officer Sadie Thoma [Photo: R/GA] Other major AI companies, including Canva and Anthropic, have released features that allow companies to upload their brand guidelines as a code base for visual projects. According to Sadie Thoma, a 15-year Google alum and R/GA’s new global chief business officer, what makes the BRDNA sequencer different is that it’s “platform-agnost…