"Agentic AI is the latest optimization tactic across media, supporting initiatives like agentic advertising. However, because agentic AI is described as "a situation where multiple AI agents work together to complete complex tasks, with minimal oversight or intervention from a human user," according to Digiday, teams are in various phases of testing and adoption."
"Agentic AI, in the context of advertising specifically, is the use of autonomous and semi-autonomous AI agents to plan, transact and optimize media. While Chief Innovation Officer at People Inc. (formerly Dotdash Meredith) Jon Roberts recently told Digiday, "there is a trust gap to be solved before this really gets deployed," agentic AI's overall promise - saving time so creatives and media planners can use more of their time for thinking than for manual, tedious tasks - is likely to push advertisers, agencies and publishers toward further adoption."
"Most respondents (publishers, agencies and advertisers) noted that their respective industries are mainly in the early stages of using agentic advertising, with 31% selecting "experimenting but fragmented" and 42% choosing "early but moving quickly." Eighteen percent of respondents said the industry is ready to start scaling, but the majority are still skeptical of that preparedness."
Agentic AI in advertising refers to autonomous and semi-autonomous AI agents that plan, transact, and optimize media. Multiple AI agents can complete complex tasks with minimal human oversight, leading teams to test and adopt at different speeds. A survey of 180 agencies, publishers, brands, and retailers found most respondents are in early stages, with many experimenting in fragmented ways or moving quickly early. Only a minority reported readiness to scale, while most expressed skepticism about preparedness. The promise centers on saving time by reducing manual, tedious work so creatives and media planners can focus on higher-value thinking. Trust gaps are identified as a key barrier before broader deployment.
Read at Digiday
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