R/GA has launched a new AI tool designed to help brands turn their guidelines into a portable, machine-readable system that can work across any major artificial intelligence platform. The tool, called the BRDNA Sequencer, trains itself on a company's fonts, colors, layout rules, tone of voice, messaging, positioning, values, and component library, then translates that material into a format AI agents can read and understand. BRDNA stands for «brand DNA.»
The creative company is launching the tool this month as a service for its direct clients. Once a brand's guidelines are ingested, users can write simple plain-language prompts to generate directly editable assets such as social media content, marketing emails, and CRM materials. R/GA describes the sequencer as a kind of AI-agent flash drive: when plugged into platforms like Claude or Figma, it gives those systems access to the brand's full set of rules and examples.
According to Sadie Thoma, a 15-year Google alum and R/GA's new global chief business officer, what sets the BRDNA Sequencer apart from similar features from companies like Canva and Anthropic is that it is «platform-agnostic.» The tool can be connected to any major AI chatbot and work alongside it, a design choice meant to reflect an era when creative workflows are spread across many different AI tools and campaigns are shifting from fixed deliverables to continuously evolving efforts.
«These types of systems are meant to be living, so that they evolve and grow as technology evolves, and as your brand evolves,» Thoma said. «It's really an interesting concept to think about the future of marketing as creating living systems that are keeping humans at the center, keeping your brand DNA at the center, but able to flex with technology.»
The launch comes after a period of significant change at R/GA. In early 2025, after 23 years as part of the advertising and marketing services holding company IPG, the firm bought back its independence. Since then, it has focused on developing not just campaigns but the tools required to execute them, a strategy that has coincided with a 27% revenue increase from 2024 to 2025.
«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. «Independence has really been a catalyst for us to be able to invest in this kind of new wave of creativity.»
R/GA is building around the thesis that the creative world will need to become more responsive, local, and omnipresent as AI shortens the timeline from marketing concept to final asset. As one example, in late 2024 the company began a partnership with Google Shopping that experimented with a hyperlocal out-of-home campaign on digital kiosks across New York City. The campaign used several AI models, including Google Gemini, to pull timely data from Google Maps and Google Trends and build real-time ads specific to each city block. During the Macy's Thanksgiving Day Parade, one kiosk on part of the route updated to read, «Parade view might be blocked, but deals are in full view.»
Thoma said marketers increasingly need to move away from relying on a single AI platform to house their creative assets, given how quickly those platforms can change. Instead, she argues, they need their own place to build living systems that work with any AI tool. The BRDNA Sequencer is R/GA's answer to that problem, designed to live in the cloud and function with any AI platform so that creative teams can stay ahead as models are updated.
For now, the BRDNA Sequencer is built only to generate static media, such as marketing email templates and social campaign assets. Thoma said it will eventually be trained to create video content as well. «We can't be thinking, 'Create this for that,'» she said. «There's too much evolution and too much speed. Any tools or any outputs that are being created right now need to be built in an agile way to ensure that marketers and creative teams can always stay 10 steps ahead.»