Ravi Rao, Managing Partner, Climaty.AI.A new carbon intelligence platform, Climaty.AI, has launched in Dubai with a promise to embed climate accountability into the heart of advertising.
The solution is designed to deliver sustainability metrics and optimisation tools across TV, OOH, print, radio, and digital in one seamless platform. It aims to help brands track, reduce, and offset the environmental impact of their entire media mix – not just digital.
Ravi Rao joins to lead the sustainability-focused agentic AI startup’s expansion regionaly and globally as Managing Partner. With more than 35 years of media and marketing leadership across India, South Asia and the Middle East, including as the former CEO of GroupM MENA and Mindshare MENA, Rao brings deep expertise in driving growth and transformation for global brands.
“At Climaty.ai, we believe performance and responsibility aren’t at odds—they belong together,“ Rao said. “Marketers and agencies today are looking for tools that empower better decisions – not just greener ones, but smarter ones.”
Advertising is a significant contributor to global emissions. According to Climaty.AI, a single campaign can generate up to 70 tonnes of carbon dioxide – the equivalent of 45 million plastic straws. Yet most current carbon calculators are limited in scope and siloed in approach. Climaty.AI aims to change that.
Rao claims that until now, carbon tracking in advertising has been limited to digital formats, often handled by standalone calculators or post-campaign audits. “For too long, we’ve measured campaigns by reach and ROI alone,” he said.
Climaty.AI aims to change that by integrating carbon measurement into the core of media planning and execution, offering:
• Real-time visibility into campaign-level emissions across all media channels.
• Actionable reduction strategies through programmatic and infrastructure optimisation.
• Automated offsetting options integrated into existing workflows.
• Agentic AI to enhance creative, targeting, and media performance.
“With Climaty.ai, we’re bringing in a critical third dimension: carbon accountability. What makes this platform stand out is that it doesn’t stop at measurement — it integrates emissions tracking, offsetting, and performance-enhancing AI directly into the campaign workflow,” explained Rao.
On top of this sits Climaty.AI’s Agentic AI ecosystem — four intelligent agents that assist media teams with creative optimisation, audience modeling, predictive insights, and ROI measurement. These aren’t just analytics tools — they’re built to accelerate campaign effectiveness while reducing climate impact.
“We’re not here to reduce your efforts. We’re here to support you – making your strategy and execution faster, sharper and cleaner,” said Rao.
Built with marketers in mind, Climaty.AI’s Programmatic+ infrastructure aims to help reduce emissions during campaign execution — by eliminating redundant partner calls, optimising delivery paths, and improving working media efficiency.
Already piloting with global clients, Climaty.AI aims to support brands across markets with a shared goal: to future-proof media performance in a world of rising climate accountability and regulatory pressure.
