How agencies, publishers and platforms are actually using AI agents

October 30, 2025

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Examples of AI agent deployment range from Coca-Cola’s Fizzion project, an agent embedded into the Adobe Creative Cloud, which enforces the brand’s visual style guidelines across its global creative output, to tabloid The Sun's planned programmatic media agent.

Additionally, a Gartner survey of 400 martech execs published this week found 81% were engaged in a pilot or rollout of an AI agent at their company.

TOP STORY

Generative AI

How agencies, publishers and platforms are actually using AI agents

Agencies, platforms and publishers weigh in on whether AI agents deliver, or if they're just jam tomorrow.

OTHER THINGS TO KNOW

A lot of marketing waste is a result of playing it safe and repeating what worked last quarter without questioning whether it's still earning its keep. Partner insights from Tinuiti.
Join us December 1-3 in New Orleans for the Digiday Programmatic Marketing Summit, where attendees will hear from leaders at Epsilon, Mindgruve, OMD and more. Secure your seat while passes remain.
Join this virtual event on Nov. 18 at 1 p.m. ET to hear a guest speaker from Forrester unpack how marketers can measure what matters to better optimize their digital media investments. Partner insights from Epsilon.

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MEDIA & PLATFORMS

Zero-click Future

How Forbes is using ChatGPT referral data to create audience cohorts

Semrush and Similarweb provide information, including the prompts that led an AI platform user to click through to a publisher's site, that Forbes is able to use to learn more about its AI-referred audience's interests.

Equality and Opportunity

Why 4As' new EVP Sylvia Banderas Coffinet is investing around 'representation and innovation'

As the industry evolves, 4A's Sylvia Banderas Coffinet wants to turn diversity into measurable business impact.

PARTNER INSIGHTS FROM TVSCIENTIFIC

Why marketers are betting big on performance TV

U.S. households average 18 connected devices. With data flowing from every interaction, TV is no longer just a brand channel; it's a data-centric, digital channel. That's why marketers need a winning performance TV strategy.

PARTNER INSIGHTS FROM URBAN SCIENCE

Why traditional targeting falls short in today's market

Relying on outdated audience data is costing marketers — one recent ANA study found that annual global inefficiencies in digital ad waste are around $26.8 billion.

MARKETING

Generative AI

AI slop myths, debunked: What's harmful, what's hype, what's just meh

AI slop has become a catch-all for low-quality AI content, because it's fast, sticky shorthand. But that convenience hides the nuances that are emerging.

Retail Revolution

Walmart develops AI tools to help suppliers better understand customer data

The platform's data aims to identify the points of conversion for brands, physically and digitally.

PARTNER INSIGHTS FROM MARIGOLD

Report: The state of subscriber engagement

Nearly 40% of publishers said in a recent survey that data and analytics is the department primarily responsible for their subscriber growth efforts, with only 14% citing that such efforts are cross-department initiatives.