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-agnostic.” The tool can be hooked up to any major AI chatbot and work in tandem with it, which, Thoma says, takes into account an era when workflows live across a diverse array of AI tools, and when creative campaigns are shifting from one set of deliverables to ever-evolving efforts. Essentially, R/GA is betting that it can use its expertise as a tech-focused creative agency to create AI tools by designers, for designers.  Adapting to rapid change In early 2025, after 23 years as part of the advertising and marketing services holding company IPG, R/GA bought back its independence. Since then, the brand has been dialing in on a new creative direction focused on developing not just campaigns but the tools required to execute them—and seeing business gains as a result, including a 27% revenue b

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