"AI agents are the current focal point for agencies, marketers and publishers hoping to deploy the potential of generative AI to practical effect. Examples range from Coca-Cola's Fizzion project, an agent embedded into the Adobe Creative Cloud, which enforces the brand's visual style guidelines across its global creative output, to tabloid The Sun's planned programmatic media agent. Additionally, a Gartner survey of 400 martech execs published this week found 81% were engaged in a pilot or rollout of an AI agent at their company."
"Agents and agentic AI have caught the industry's imagination, but are mostly limited to advisory and information-retrieval roles. Specialist media agents are backseat drivers, advising rather than placing spend while supply-side agents help consolidate data and assist execs. Economies of scale are within reach, but limited by older working habits. Meanwhile, quality and dependability of agents varies considerably; agency staff find themselves working with both their own systems and those of their clients."
AI agents are increasingly deployed by agencies, marketers, and publishers to apply generative AI to practical tasks, such as enforcing brand visual guidelines and automating programmatic media. Pilots and rollouts are widespread, with a Gartner survey finding 81% of martech executives engaging with AI agents. Most agents currently serve advisory and information-retrieval roles. Specialist media agents advise on spend while supply-side agents consolidate data and assist executives. Economies of scale are possible but constrained by legacy working habits and variable agent quality. AdCP, an open-source protocol, aims to standardize communication among advertiser, publisher, and ad tech agents.
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