Why AI Needs Governance Before It Needs Scale: Omnicom’s Ben Hovaness

In the latest episode of AI and Outcomes in partnership with OpenAP, we sat down with Ben Hovaness, Chief Media Officer at Omnicom Media Group, to discuss why AI governance matters more than AI scale, why standardized measurement is essential for outcomes-based advertising, and how trust, transparency, and human oversight will determine whether AI delivers on its promise for marketers.

This interview has been edited for length and clarity.

TVREV: Before we get excited about autonomous media buying and AI agents, what foundational capabilities need to be in place?

Ben Hovaness: It starts with governance. Everyone is excited about what AI can do, but organizations first need confidence in the data feeding these systems and clarity around how decisions are being made. That means clean, trusted data, clear governance policies, and human oversight. AI should accelerate decision-making, not replace accountability.

The companies that move fastest without putting those foundations in place may ultimately create more risk than value.

TVREV: AI is making access to information and optimization increasingly universal. If those capabilities become commoditized, what becomes more valuable?

Ben Hovaness: Strategy. Technology makes execution faster, but it doesn't eliminate the need for judgment. The more AI automates planning and optimization, the more valuable human insight becomes.

Understanding a client's business, identifying opportunities that don't exist in historical data and making creative strategic decisions are still human skills. AI should enhance those capabilities, not replace them.

TVREV: Another popular topic today is business outcomes. How is Omnicom thinking about outcomes?

Ben Hovaness: Outcomes have become the language clients want to speak, and that's a positive evolution.

The conversation is moving beyond impressions and clicks toward measurable business impact. But to get there, the industry has to agree on consistent ways to measure success. Different advertisers define outcomes differently, and the challenge is building systems that can connect media investments to those business objectives in a transparent and repeatable way.

Ultimately, clients don't buy media—they buy business growth.

TVREV: Where do you think agencies create the most value in an AI-driven world?

Ben Hovaness: Agencies become orchestrators. Clients will have access to many of the same AI tools. The differentiator won't be owning the technology—it will be knowing how to apply it across complex marketing ecosystems.

Bringing together data, creativity, media strategy and business objectives is still a human challenge. AI helps us move faster, but people remain responsible for asking better questions and making better decisions.

TVREV: Finish this sentence: The future of advertising belongs to those who...

Ben Hovaness: "...embrace AI thoughtfully rather than blindly."

The winners won't necessarily be the companies using the most AI. They'll be the ones that combine technological innovation with strong governance, trusted data and experienced people who know how to translate technology into business results.