Inside the messy but transformational rise of agentic media buying
AI agents are entering media buying, but accountability, governance and measurement are still catching up.
Many of media’s biggest players are diving in headfirst into agentic media planning and buying. Fox, Warner Bros. Discovery, WPP and Horizon all announced new tools around the Cannes Lions International Festival of Creativity. NBCUniversal started experimenting with agentic buying at CES.
Advertising is full of buzzwords whose practical promise doesn’t meet the hype. Still, many experts The Current spoke with see agentic planning and buying as nascent but potentially transformational.
“This is the year it’s moving from whiteboard theory to activation,” said Tylynn Pettrey, senior vice president of analytics and AI at Chalice AI. Her team is already seeing lift as high as 60% on campaigns in alpha-stage testing.
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