In a move reflecting the marketing industry's deeper embrace of artificial intelligence, independent agency PMG has rolled out a suite of custom AI-powered applications aimed at streamlining client operations. The platform, built under the agency’s proprietary Alli technology framework, is being touted as a way for brands to simplify workflows and improve cross-team collaboration.

The development underscores a growing trend in the advertising ecosystem—where agencies are no longer just service providers, but tech enablers building enterprise solutions powered by generative AI.

From Tech Stack to Custom AI Toolkit

PMG's new offering allows client teams to access custom-built applications directly from a secure environment. These tools are designed to support both strategic and tactical needs across marketing, media planning, creative, and operations.

According to the agency, the apps help in activities such as generating reports, streamlining workflows, integrating data, and improving decision-making. While PMG didn’t disclose all app capabilities, the overall platform promises flexibility, speed, and customization based on each client’s goals and operating structure.

The apps are integrated within the existing Alli platform—a central component of PMG’s martech infrastructure that offers unified data, insights, and automation for marketing teams.

AI With Guardrails

What sets PMG’s approach apart is its focus on responsible AI integration. The new platform is described as “built with enterprise-grade governance and security.” It uses open-source AI frameworks alongside licensed partnerships with providers like Microsoft Azure, OpenAI, and Google Cloud. This ensures clients retain full control over their proprietary data and workflows.

The agency has also embedded safeguards that prevent model hallucinations—instances where AI generates factually incorrect or misleading outputs—through supervised fine-tuning and curated data models.

According to PMG’s CTO Dustin Engel, the initiative is not just about building AI tools, but creating business-ready apps that can be deployed across complex marketing organizations. “AI alone won’t move the needle,” Engel stated. “But when paired with strategic enablement and cross-functional adoption, it becomes transformative.”

Client-Centric Applications

The AI apps have already been rolled out to clients across retail, travel, and technology sectors. Though specific brands were not named, PMG noted that early adoption has resulted in measurable improvements in speed, accuracy, and collaboration.

Examples cited include faster go-to-market turnarounds for seasonal campaigns, on-demand creative guidance for performance marketers, and real-time media budget adjustments based on predictive AI signals.

The agency emphasized that every app is built in collaboration with client teams, ensuring alignment with specific business objectives and compliance policies.

AI in Agencies: A Competitive Advantage

PMG’s move signals a broader shift in the role of agencies in a post-GenAI world. No longer limited to campaign execution, agencies are increasingly expected to provide technological infrastructure that empowers clients internally. In this environment, having AI capabilities isn’t just a bonus—it’s becoming a prerequisite.

Several global networks are building their own AI suites or integrating tools like ChatGPT, Claude, and Google Gemini into creative and media processes. PMG’s focus, however, seems to be on creating modular, task-specific applications that go beyond generic chatbots or AI copilots.

Industry analysts note that the trend is accelerating, particularly as enterprise marketing teams seek ways to scale personalization, automate mundane tasks, and accelerate time-to-market without sacrificing governance or brand control.

The Road Ahead

With generative AI still in its early phases, the appetite for experimentation remains high—but so does the need for structure. PMG’s custom apps seem to sit at the intersection of those two demands, offering clients tailored utility without the risk of ungoverned automation.

As more brands prioritize AI-readiness, it’s likely that agency-built platforms like Alli—and the suite of tools built within it—will become a differentiator in new business pitches and long-term partnerships.

For PMG, the launch marks a step forward in positioning itself not just as an agency, but as a tech partner delivering business value through proprietary innovation.