{"id":21900,"date":"2025-01-21T05:38:27","date_gmt":"2025-01-21T05:38:27","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21900"},"modified":"2025-01-21T05:38:29","modified_gmt":"2025-01-21T05:38:29","slug":"ai-agents-are-beginning-to-infiltrate-the-advertising-world","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21900","title":{"rendered":"AI agents are beginning to infiltrate the advertising world"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">AI agents, which have been characterized as the next big thing in AI, have arrived on Madison Avenue.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">At least two new startups, Adaly and Anthrologic, are pitching personalized AI tools for advertisers in the name of productivity, and through them, companies like Anthropologie are turning to the tech which claims it can help automate some tedious tasks.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\"><strong>Explain it to me like I\u2019m five:<\/strong> AI agents function almost like AI chatbots do and can complete tasks like pulling reports, suggesting adjustments to media budgets, or crunching numbers, Tyler Pietz, CEO and founder of Anthrologic, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">\u201cThey can basically do anything that a human can do on a computer,\u201d he claimed.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">Salesforce and Microsoft have pushed AI agents, as have Anthropic, Google, and Perplexity, whose CEO, Aravind Srinivas, recently told The Economic Times that he believed merchants would soon start competing for AI agents\u2019 attention instead of real people.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">\u201cBrands need to get comfortable doing this,\u201d Srinivas told the Times.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\"><strong>Agent or agency? <\/strong>Both Adaly and Anthrologic are selling AI software trained and tailored to advertisers.<\/p>\n<ul>\n<li>Adaly, which was founded last summer, has so far raised $1.3 million in a seed round, and Hershey\u2019s has beta-tested the tech.<\/li>\n<li>Anthrologic, founded in September and which came out of stealth mode on Wednesday, is self-funded, and it announced the retailer Anthropologie as a client when it went live.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">Both companies are built on several large language models, including ChatGPT, and both respond to both voice and text prompts.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">In practice, advertisers could train either company\u2019s models on their own internal data, and then allow it to conduct some nitty-gritty tasks, Pietz explained. For example, an Anthrologic user could ask an AI agent to scan its log-level data and look for discrepancies or ask it how inflation could affect regional ad buys, Pietz said. In other words, instead of asking someone on your team or an agency partner to hunt down a spreadsheet and find a specific figure, an AI agent, which Pietz said can be set up in about a month, could presumably perform that task instead.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-db6b001b-1 epsSav inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 dNKhDU\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">The tech aims to replace the grunt work of the job, Kyle Csik, co-founder of Adaly, told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">\u201cMarketers are still logging into 15 different platforms every day\u2026when a marketer is in-housing someone, they\u2019re hiring a person that can push the right button, right system at the right time, but not somebody that\u2019s thinking about the broader picture,\u201d he said. Both Csik and Pietz come from agency backgrounds, and they overlapped at the agency MediaMonks.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\"><strong>The targets:<\/strong> While Adaly is pitching to indie agencies and brands, Anthrologic is focusing specifically on brands, executives said.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">Holding companies that make money by answering these sorts of questions from advertisers are already investing in their own agents. Omnicom, which is expected to merge with IPG, has its own AI agent, and through a partnership with Microsoft, Dentsu has created its own internal AI tools Dentsu DALL-E and Dentsu-GPT<em>.<\/em><\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">Havas is also building its own AI agent, Chief Activation Officer Mike Bregman told Marketing Brew.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">By and large, he said, these tools aren\u2019t a threat to agency jobs\u2014yet.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">\u201cAgencies have a lot of specialization built in that a machine can\u2019t replace today,\u201d he said. \u201cThey can help streamline some of the budgeting process, but they\u2019re not going to have nuance of how to work with Disney and Warner and NBC or Google and Meta.\u201d<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">As is the case with most AI tools today, hallucinations are still a problem, and advertisers still might want to fact-check the outputs they\u2019re given. Don\u2019t take it from us\u2014take it from the creators of some of the tools themselves.<\/p>\n<p class=\"dist__StyledText-sc-dd9a3893-12 dnrOVX\">\u201cThe reality is that we\u2019re still in such early days, I don\u2019t know if we can fully and confidently solve all the potential issues that can arise,\u201d Pietz said. \u201cLeave a human in the loop for this stuff.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/01\/17\/brace-yourself-ai-agents-are-beginning-to-infiltrate-the-advertising-world?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI agents, which have been characterized as the next big thing in AI, have arrived on Madison Avenue. At least two new startups, Adaly and Anthrologic, are pitching personalized AI tools for advertisers in the name of productivity, and through them, companies like Anthropologie are turning to the tech which claims it can help automate [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21901,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21900","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI agents are beginning to infiltrate the advertising world | Brandiary<\/title>\n<meta name=\"description\" content=\"AI agents, which have been characterized as the next big thing in AI, have arrived on Madison Avenue.At least two new 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