Innovid Debuts AI Suite plus Orchestrator 'Superagent'

In New York, ad platform Innovid has launched a 'superagent' called Orchestrator, along with a suite of AI agents which automate core functions across its services, including ad creative, delivery, measurement and optimization.

Orchestrator acts as a connective layer across systems for media, planning, billing, CRM, data and analytics, bringing together human input, proprietary data, and external agents to create 'a fully interoperable, intelligent workflow.' The firm says the resulting intelligence layer automates workflows, amplifies creativity, and drives measurable results for every channel, platform and partner. Users can also bring their own agents (BYOA) or integrate external models, data, and tools for complete interoperability.

The new AI agents can operate independently or together with Innovid Orchestrator. Create Agents generate, score, and dynamically decision creative using live performance data, and are designed to 'complement, not compete with' creative tools marketers already use. Deliver Agents automate trafficking, QA, and campaign setup, while Measure Agents provide cross-channel reporting and incrementality with natural-language insights that drive immediate action. Optimize Agents reallocate budgets, audiences and messages to get the best out of budgets.

There are multiple agents within each of the above four groups: for example, in the Create phase, the Creative Generator Agent produces assets at scale, while the Predictive Scoring Agent forecasts which creative will perform best. The Decision Tree Builder Agent then maps how each message dynamically adapts to audiences. At the measurement stage, the Report Visualizer Agent provides real-time dashboards, while the Creative Insights Agent surfaces trends and opportunities.

Innovid says the suite differs from media-incentivized platforms, whose AI agents favor their own inventory, or DSPs that operate in isolation: instead, it promises to provide the 'unbiased connective tissue that makes everything else work together across agents, datasets, and workflows.'

CEO and co-founder Zvika Netter (pictured) states: 'This is a generational leap, not a feature update. Marketers are trying to run next-gen AI on yesterday's infrastructure. Our AI agents automate the core part of advertising, while Innovid Orchestrator connects them and everything else into one intelligent system. It's the connective foundation for the AI era of advertising, where humans and AI work in concert to deliver measurable business outcomes. And Innovid is the only company positioned to build it.' Company President Grant Parker adds: 'Because Innovid already powers the connective tissue of the industry, and as part of Mediaocean, we're uniquely positioned to solve for that complexity and connectivity across the advertising lifecycle.'

Details are on the web at www.innovid.com/orchestrator .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.