Agentic AI is the ad industry’s favorite buzzword.
Companies present in every niche of the media industry are working to build and test their own AI agents. Ad tech firms hope the tech can help them cut costs and add value; agencies and advertisers hope they can use the tech to leapfrog those same ad-tech middlemen; and publishers hope the tools can grant them a greater degree of control over their fortunes.
It will probably take a while to translate those ambitions into reality. Along the way, there’s plenty of scope to make costly mistakes and, hopefully, learn from them. In this candid conversation, an ad tech exec talks us through their company’s early efforts to build an agent that could execute media buys — and which did so, in a limited test staged in February — as well as their decision to terminate the pilot when their team realized the potential for misuse.
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