At CES 2026, Ant McDonagh from Dentsu highlighted the future of premium video advertising through “agentic buying,” which allows real-time, machine-driven optimization of campaigns. This system drastically reduces reliance on human traders, facilitating rapid adjustments at a granular level. Dentsu is embedding AI across its operations to enhance internal knowledge management, campaign optimization, and audience discovery, making valuable insights accessible organization-wide. Smaller advertisers are now entering premium video spaces thanks to generative AI tools for copy creation and optimization, with projected use growing from 22% to 39% by 2026. Dentsu’s partnership with Adobe in launching Adobe GenStudio Dentsu+ exemplifies its commitment to crafting personalized campaigns. Modular platforms are also gaining traction, offering advertisers better transparency and control over AI performance. Despite AI’s autonomy, human oversight remains vital for policy-making and ensuring brand relevance, aiming for a balance between efficiency and creative integrity in digital advertising.
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