Media agencies test AI planning agents, while edging toward buying tools

AI agents have become a focal point for media agencies and brands hoping to move AI tech past potential and into practical benefit. 

Agencies across the industry, from giants like WPP to indie shop Mediassociates have already begun using agents in an advisory capacity; they’ve developed programs that can make audience-segment suggestions based on client briefs, run competitor analyses or suggest potential search keywords. 

But an agent that can actually execute a buy represents a step across the Rubicon for agencies. It’s one thing to trust ChatGPT to place an order for your Christmas shopping, but quite another to trust an LLM-derived program to handle bids worth thousands of dollars.

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