AI agents are gaining traction in the advertising sector, as brands and media agencies seek to harness AI technology for practical applications. Agencies, including industry leaders like WPP and indie firms such as Butler/Till, are leveraging these agents for audience segmentation, competitor analysis, and keyword suggestions. Notably, Butler/Till is piloting a media activation agent in collaboration with Scope3 to eliminate traditional ad tech middlemen, aiming for a 40% reduction in media planning costs and improved campaign optimization.
Meanwhile, Omnicom Media and Kinesso are testing advanced planning agents using Equativ’s Maestro platform, which can streamline media strategy and automatically generate campaign deals. The agent is projected to cut planning time by up to 40%. As Microsoft and Yahoo explore AI’s potential, questions remain around the trustworthiness and control of AI in media buying. The evolving landscape indicates a cautious yet optimistic approach to integrating AI in advertising strategies.
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