How new infrastructure, like the Model Context Protocol, is reshaping marketing workflows

"Agentic AI requires a strong foundation to deliver value. According to Deloitte, nearly 60% of AI leaders and representatives cite their primary challenge in adopting agentic AI as integrating it with legacy systems. Agents need more than just API access; they need structured context, clear guardrails and actionable instructions. Without the proper foundation, agents can create friction rather than value."

"The Amazon Ads MCP Server is part of our broader investment in agentic interfaces and capabilities. It provides the foundation that enables our partners and developers to connect their own AI agents to Amazon Ads capabilities - and it powers Ads Agent, which works alongside advertisers in the console to help plan, launch and optimize campaigns using natural language."

"The Model Context Protocol is an open-source standard for connecting AI applications to external systems - crucial for interoperability. Using this standard, AI applications (like Claude) can connect to data sources and tools to access key information and perform necessary tasks."

AI agents are increasingly integrated into marketing workflows to automate repetitive tasks across CRMs, analytics platforms, and marketing automation tools. However, nearly 60% of AI leaders identify integrating agentic AI with legacy systems as their primary challenge. Agents need more than API access; they require structured context, clear guardrails, and actionable instructions to function effectively. The Model Context Protocol (MCP) is an emerging open-source standard designed to facilitate connections between AI applications and external systems. Amazon Ads recently launched an MCP server in open beta, enabling AI agents to interact with Amazon Ads capabilities. This development supports broader investment in agentic interfaces, allowing partners and developers to connect their own AI agents while powering Ads Agent, which assists advertisers in planning, launching, and optimizing campaigns through natural language.

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