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The Challenge of Complexity and Fragmentation

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In today's advertising landscape, efficient process management often clashes with a multifaceted reality.  

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“The media industry has always had complex and fragmented workflows,” says De Matteo at the beginning of our interview, highlighting how the lack of standardization poses a challenge for the adoption of unified platforms.

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However, he adds, “today it is possible to introduce technologies that provide end-to-end management of the entire advertising process.”

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The Role of “Conventional” Automation

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The conversation delves deep into how automation is revolutionizing the advertising landscape.

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According to De Matteo, “conventional” automation is already a reality in various stages of advertising processes, including routine tasks such as media plan structuring and standardized report generation. However, challenges arise when attempting to fully automate more complex workflows, such as media planning and media buying, which are still managed in separate silos today.

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“Automation in this field must necessarily be software-led,” De Matteo explains.

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Gen AI and the Future of Multi-Agents Systems

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The past two years have witnessed a remarkable transformation in how marketing and advertising professionals work, largely driven by advances in machine learning and large language models (LLMs). These technologies have already made their mark through conversational AI tools.

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However, what lies ahead promises an even more revolutionary shift in the advertising industry.

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De Matteo explains that we're entering a new era defined by AI multi-agents – “synthetic” agents that go beyond data exploration and manual task execution.

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The progression from today's AI assistants to tomorrow's Autonomous Agents promises to revolutionize how advertising teams work, making the industry more efficient, effective, and innovative than ever before. As an example, a team of media planners or digital specialists will be soon able to collaborate with AI to handle full, complex and time-consuming processes, simplifying daily workflows.

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To watch the full interview and discover more details on the future of advertising technology, check out the third episode of the "MINT Eyes On" series in the video above or check the full article on Engage!

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