R/GA launches AI tool to adapt brand guidelines

Creative and technology firm R/GA has launched a new AI tool, the BRDNA Sequencer, aimed at helping brands adapt to a rapidly changing advertising landscape.

The tool is trained on a company's brand guidelines, including fonts, colors, and tone, and translates them into a format AI can understand. Businesses can then use simple language prompts to generate editable marketing assets for social media, emails, and CRM systems. The BRDNA Sequencer is designed to be platform-agnostic, allowing integration with various AI services.

"Proprietary products like [the BRDNA Sequencer] wouldn’t have been possible under the previous ownership model," said George Griffiths, R/GA’s global head of communications. The company bought back its independence from IPG in early 2025. "Independence has really been a catalyst for us to be able to invest in this kind of new wave of creativity."

R/GA believes future advertising needs to be more responsive and local, as AI shortens the timeline from marketing concepts to final assets. The firm has already experimented with hyperlocal campaigns in partnership with Google Shopping, utilizing real-time data to generate ads.

With the BRDNA Sequencer, clients input as much brand information as possible into the tool. It acts as a brand expert, capable of guiding other AI platforms. Currently, it generates static media, but it is intended to create video content in the future.