Agencies have spent years betting that proprietary AI platforms would set them apart.

WPP developed WPP Open and Omnicom launched Omni, while indies like Max Connect built tools like Kudos. (Other examples include Stagwell’s The Machine, Havas Converged, PMG’s Alli, Horizon’s Blu, and Meet The People’s MTP Intelligence).

But the underpinning thesis took a knock last week, following a Gartner research note that projected half of the agency-made AI platforms would go kaput by 2029.

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OTHER THINGS TO KNOW

• In the reality of today’s media environment, scale is fragile. Traffic is rented. Content alone is no longer defensible. But participation turns audiences from passive consumers into active participants. Partner insights from Viafoura.
• AI exposes where measurement breaks down, where assumptions hide and where decision-making confidence outpaces accurate outputs. It forces marketing organizations to confront a hard reality: Automation magnifies whatever uncertainty already exists. Partner insights from AppsFlyer.
• Audience strategy has historically focused on reaching predefined consumer segments based on assumed traits. Neuro-contextual intelligence helps media planners identify high-intent moments in real time — distinguishing between passive browsing and active consideration. Partner insights from Seedtag.

PARTNER INSIGHTS FROM CINT

PARTNER INSIGHTS FROM VIAFOURA

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PARTNER INSIGHTS FROM VIASAT ADS