RGA debuts global AI Products Team, hires Ben Cooper as lead

Newly independent shop RGA has launched a global AI products team to be led by newly appointed global executive director, Ben Cooper. The team, formed after RGA's return to independence after 23 years with the IPG network—a move APAC CEO Michael Titshall says, “was previously not possible” in the holding group structure—will help brands grow through bespoke AI products, new experiences, capabilities and value.

“Instead of delivering the same things everyone else is—just cheaper or quicker—we create reusable systems that can be adapted, evolved, and scaled to meet each client’s specific needs,” Cooper said.

Central to this approach is developing RGA-owned IP. “Clients don’t have to start from scratch every time,” Cooper explains. “We invest in building the core technology, then apply that IP across clients—elevating our services through smarter AI products.” He’s clear, however, that every solution is fully tailored and exclusively the client’s, either indefinitely or for the duration of the partnership. "We don’t recycle bespoke solutions.”

To hit the ground running, RGA has brought on four specialists in APAC and Europe, with deep expertise in conversational AI, generative AI, AI architecture, and product strategy. They’re supported by a network of 250 designers and engineers across the agency’s offices. Global leaders like Nick Coronges (global chief technology officer) and Tiffany Rolfe (global chair and chief creative officer) are also integrated into the offering. The team has a track record of delivering over 100 AI products for various tech companies, brands, and agencies.

Beyond the new team, the ambition and intention is to grow the agency's product portfolio and IP-catalogue to support new revenue streams and ensure long-term success. “The goal is to enable smarter, more personalised, and more meaningful interactions,” he said.

Michael Titshall, APAC chief executive and now also double hatting as global head of AI products, talks about the goals.

“In the short term, it is about creating new products, bringing more work to market, and giving our clients a competitive edge. And in the long term, we hope it plays a part in transforming our business and opening up new opportunities for our industry as a whole.”

Titshall also outlined the team’s top three priorities. First is the 'storytelling engine', which combines AI for script creation, voiceovers, image generation, and video compilation, fully integrated with a client’s brand and tech stack. Second is 'generative interfaces', which will elevate websites and apps from static templates into dynamic, personalised experiences. Finally, a 'brand creator' platform is in development; it will help upgrade traditional brand guidelines into an interactive, code-generating system designed to enhance both consistency and creativity.

“Clients are dealing with broken models and a flood of one-size-fits-all AI solutions,” Titshall says. “What they really need are fresh systems for a new era—solutions that deliver dynamic, personalised, and continuous brand experiences.”

Cooper is well-equipped to lead this effort. Formerly group innovation director at M&C Saatchi Australia for nearly a decade, he’s led award-winning projects such as Optus’s ‘Clever Buoy’ shark detection system and NRMA’s ‘Fireblanket’, and has held senior roles at The Monkeys.