Agentic AI

Helix AI enables marketers to evaluate campaign performance through natural-language querying and optimise those campaigns in real-time.

Adobe GenStudio for Commerce Media Networks is a new offering that enables global retailers to help partner brands become active advertisers on commerce media networks.

Personalisation used to be a campaign humans planned and a system delivered. Now it is a continuous decision an agent makes — every millisecond, across every channel, against the full depth of the profile, not the five attributes that fit in an email tool, says Rafael Flores, Chief Product Officer at Treasure AI.

Magnite is also expanding its buyer agent and seller agent capabilities, and is testing with partners including dentsu and DIRECTV Advertising.

The partnership combines Equativ’s omnichannel media platform and Creative Enhancement technology with SofiaPulse’s agentic creative infrastructure.

Brands can easily build custom audiences based on Gopuff's rich first-party data to power more personalised, relevant, and effective advertising campaigns.

Together, Consensus's Product Experience Platform and Saleo's AI Demo Agent create a seamless path from first curiosity to informed conversation.

Combining an audience-first data model with agentic capabilities, SONA identifies and activates personas often overlooked by traditional approaches.

The AXP introduces a governed ecosystem across brand, content, and context, delivering value for enterprises moving from AI experimentation to operational impact.

Agentic marketing is less dependent on third-party data than many of the approaches that came before it. Its strength comes from making better use of what organisations already have. That is first-party customer data combined with real-time enterprise signals like orders, inventory, and service interactions, says Jessica Keehn, CMO, SAP Customer Experience.