In March, we reported on the story of “Rachel,” an AI voice agent created by AI engineer Matt Cortland to call more than 3,000 pubs across Ireland and ask a simple question: how much does a pint of Guinness cost? Using voice AI tools, Rachel successfully collected over 1,000 verified prices from pubs across all 32 counties, with most bartenders unaware they were speaking to an AI.

The story went viral, demonstrating the real-life impact of voice AI.

But beyond the price of Guiniess, voice technology is rapidly reshaping customer support infrastructure, replacing rigid phone menus and repetitive call center workflows with conversational AI systems that can handle millions of interactions autonomously.

Berlin-based startup Synthflow AI is part of a new wave of companies building this infrastructure layer for enterprise communication.

Founded in 2023, Synthflow’s technology primarily automates high-volume customer phone interactions with AI voice agents that can hold natural conversations, route calls, schedule appointments, qualify leads, answer support questions, and update CRM systems in real time.

Companies deploy the system across customer support, BPO operations, healthcare scheduling, telecom, utilities, sales qualification, and public services — often replacing rigid IVR menus with conversational AI that can escalate to human agents when needed.

Its platform now handles more than 5 million calls per month for over 100+ enterprise customers globally, following a $20 million Series A led by Accel, bringing total funding to roughly $30 million.

​ I spoke to co-founder and CEO Hakob Astabatsyan to learn more. ​

The Death of “Press 1 for Support”

Traditional IVR systems are the familiar automated phone menus most people associate with prompts like:

“Press 1 for sales, press 2 for support.”

Modern AI-powered IVR systems replace rigid menu trees with natural, conversational interactions. Instead of navigating keypad options, callers can simply speak normally:

“I need to reschedule my appointment.” or “I’m calling about a payment issue.”

The system uses speech recognition, large language models, and workflow automation to understand intent, respond conversationally, route calls, retrieve information, and complete tasks automatically.

For example, in a healthcare clinic with multiple doctors, AI asks what you need and routes you to the right doctor.

That alone saves several minutes per call. Multiply that across thousands of calls, and you have an industry change.

Also Read: Clarity Is Marketing’s Most Valuable Asset

Why AI Voice Agents Are Becoming the New Front Desk for Business

According to Astabatsyan, the emergence of LLMs has fundamentally changed what these systems can do:

“With the emergence of LLMs, suddenly there’s an opportunity to make these conversations dynamic. You can interrupt the AI, change direction naturally, and flow through the conversation much more like you would with a person.”

The goal isn’t to trick people into thinking they’re speaking to a human. Quite the opposite — you should clearly disclose that it’s AI. The real objective is simply to create a better experience. For many simple tasks, people actually prefer speaking to AI. If it’s something straightforward — checking a number, rescheduling an appointment for Thursday at 2 pm, or resolving a basic support issue — it’s much faster and more efficient.

“People are busy. They don’t want to wait through endless menus.

The technology is now smart enough to handle appointment scheduling, troubleshooting, support queries, and information capture. It’s not there to give life advice, but it’s highly effective for structured, repeatable workflows.”

Also Read: MartechView 2025 Contributors: Shaping the Future of Marketing

Inside the Rise of Conversational IVR

The automation potential extends beyond the conversation itself. AI systems can automatically transfer information into backend business software, update customer records, and trigger workflows without human intervention.

Astabatsyan contends that what becomes really interesting is what happens after the call. 

“ I think of it as RPA 2.0. The AI can extract information from conversations, update HubSpot or Salesforce, modify CRM fields, and automate thousands of repetitive tasks at scale. I always try to demystify the AI side of this.

People immediately jump to ideas like Skynet or Terminator, but the reality is much more practical. The technology still has limits. But there are specific tasks it’s extremely good at, and those are ripe for automation.”

For Astabatsyan, it’s about how you implement voice AI. You might say, “Hi, I’m the AI assistant. How can I help?” Then disclose it’s recorded. And give the option to speak to a human. If someone insists, you transfer.

He contends, however, that the company’s biggest use case is still human transfer, where AI serves as the first line of defense.

“There’s also a lot of noise in contact centers. People dial wrong numbers or departments. AI filters that out. In large centers with thousands of calls, even 20,000 might be misdirected. AI can deflect that.”

Initially, many in call centers were skeptical about chatbots, online banking, or voice assistants like Alexa. Further, voice cloning is now ubiquitous. Astabatsyan shared:

“Early on, we saw impersonation attempts. We built algorithms to detect and block them. But now the industry is professionalizing.”

In 2023, the sector was the Wild West in terms of its lack of regulation. But now there are fines for unsolicited calls. Phone numbers require identity checks.

“We also invested heavily in compliance — healthcare, GDPR, HIPAA, and penetration testing.” ​

Regarding the company’s success in fundraising and rapid expansion, Astabatsyan admits that speed creates challenges in hiring quickly and maintaining culture.

“Your business can grow faster than your organization.”

Also Read: Edition 3: Sharp Minds Decoding Tech’s Next Wave

Voice Is Not a Market — It’s a Communication Medium

In terms of the future for Voice AI, Astabatsyan adds:

“Voice is not a market, it’s a communication medium. No one company will own it. The question is who you serve. For us, it’s contact centers. We want to disrupt that industry and free humans for more meaningful work.”

The post Voice AI Is Quietly Replacing ‘Press 1 for Support’ appeared first on MartechView.

Shein is officially on the path to acquiring Everlane, both companies have just confirmed, after much industry speculation. The ultra-fast-fashion giant will buy a majority stake in Everlane from LVMH-backed private equity firm L Catterton for an undisclosed amount, pending regulatory approval.

As Puck reported in March, L Catterton had been on the hunt for an investor, hoping to clear about $90 million of debt Everlane had amassed. This included a $25 million loan from investment firm Gordon Brothers and a $65 million asset-based revolving credit line. Regarding the debt, the companies say they do not comment on market speculation.

Also Read: Your CX Partner Is a Revenue Engine. Treat It Like One.

The news comes after almost a week of intense speculation, with leaks, unconfirmed reports, and hot takes swirling. Behind the scenes, Shein and Everlane were busy with due diligence.

Everlane employees were officially informed on Friday morning. In a message to staff — obtained by Vogue Business — Everlane CEO Alfred Chang addressed the moral conflict many might have felt about the change in ownership. “This past week has been a hard one. Seeing our company in the media, and in that light, was painful. Needing to stay silent per the standard process in these matters has been even harder. I want you to know I’ve felt the weight of that alongside you,” he wrote. “I want to be clear: Everlane remains Everlane. I will continue as CEO, our leadership team will stay in place, and we’ll continue operating independently, with our design standards, brand philosophy, and values intact.. Moving forward, Everlane will unlock key opportunities by increasing our competitive advantage and reaching more customers around the world.”

The Everlane sale marks a pivotal shift for the sustainable fashion movement. For many, Everlane represents the optimistic millennial ideal that consumers could shop their way to sustainability. With its sale comes the overdue acknowledgment that customer behavior alone will not push the fashion system towards better practices; that sustainability cannot rely on the moral argument to justify its price premiums; and that deeper, political action is needed to raise the baseline of the entire industry rather than pinning everything on a well-intentioned but under-resourced minority.

Some experts say that there could be benefits to this unlikely alliance. Shein — whose emissions are skyrocketing — is highly stigmatized in the industry, despite many brands sharing similar practices. But the company has always responded to criticisms that its business model drives overproduction by pointing to its data-driven, on-demand supply chain — an ecosystem Everlane could now plug into. This could unlock greater operational efficiency and drive meaningful impact if companies align their growth expectations with absolute emissions reductions.

Also Read: Protecting Loyal Customers From Your Own Return Policies

“Like many brands, we’ve faced increasing pressure in a rapidly changing retail landscape. This partnership allows us to remain independent, and gives us the stability and resources to make a larger impact, without compromising on the quality and standards that make Everlane, Everlane,” said Chang. “It means we can invest more in our product, innovation, our people, and our craft — ultimately delivering on our founding mission to make everything that Everlane stands for more accessible.”

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Salesforce has signed a definitive agreement to acquire Contentful, a composable content platform trusted by over 4,800 of the world’s leading brands to deliver personalized digital experiences at scale. The acquisition will enhance Salesforce’s Headless 360 with a native, enterprise-grade content layer that connects customer data with engaging content experiences across Salesforce’s leading applications. By leveraging Data 360, Agentforce, and Contentful’s composable APIs, global enterprises can seamlessly deliver personalized, AI-assembled experiences at scale across every channel. 

“Every meaningful customer interaction depends on three things working together: the right data, the right AI-driven content, and a modern, effortless experience,” said Jujhar Singh, President, C360 Applications & Industries, Salesforce. “With Contentful, we complete that picture by adding a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalized experiences across every channel, at the speed and scale the AI era demands.”

“Joining forces with Salesforce accelerates our mission of enabling modern enterprises to dynamically assemble and deliver rich digital experiences across every channel,” said Karthik Rau, CEO of Contentful. “Our API-first architecture and deep domain expertise fit perfectly into the Salesforce stack. Together, we will redefine how brands interact with customers by giving Agentforce the content layer it needs to make every interaction truly engaging.”

Also Read: Is AI About to Make Media Buying an Endless Experiment?

Connecting Data, Content, and Customer Experiences   

Following the close of the transaction, Contentful will be integrated natively across Customer 360 while preserving the composability that developers and digital teams expect from a modern headless platform. As a native layer within the platform, Contentful’s structured content architecture becomes accessible to Agentforce, enabling agents to query, assemble, and deliver content dynamically without manual publishing steps.

Together, Agentforce and Contentful will move enterprises from static, channel-specific content to dynamic content orchestration – assembling 1:1 experiences at scale based on context, channel, language, and business rules. This unification gives enterprises a single content layer across all channels (email, web, mobile) and in any use case (marketing, commerce, sales), eliminating the fragmentation that slows time-to-market and undermines brand consistency.

The transaction is expected to close in the third quarter of Salesforce’s fiscal year 2027, subject to customary closing conditions, including the receipt of required regulatory approvals. 

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impact.com, the global infrastructure for partnership-driven commerce, announced that it will power Minecraft’s first-ever affiliate program, making it easier for creators to earn from the Minecraft content they already share with their communities. 

The program will be powered by impact.com’s Performance and Creator partnership solutions, enabling Minecraft to manage creator relationships, track affiliate performance, and reward partners globally through a single platform. 

The launch signals the arrival of the sandbox game – officially the best-selling video game of all time with over 300 million copies sold – as a leading brand in the growing creator and affiliate economy.

The Minecraft affiliate program rewards the community for what they already do – create, share, and recommend Minecraft experiences. By combining creator partnerships with performance-based affiliate solutions, the program helps creators monetize their influence in a way that feels natural, authentic, and community‑driven. 

“Minecraft has one of the most passionate creator communities in the world, and this program gives those creators a way to turn their influence into real business results,” said David A. Yovanno, CEO at impact.com. “With impact.com’s Creator and Performance solutions running together, Minecraft can build a global partnership ecosystem that pays creators for real outcomes without compromising the authenticity that makes this community what it is.”

Using impact.com’s Creator solution, Minecraft can discover, recruit, and manage creator partnerships at scale, while the Performance solution provides the tracking, attribution, and payout capabilities needed to turn those partnerships into a measurable growth channel.

Together, these solutions enable Minecraft to support multiple partner types—including creators, publishers, educators, and Minecraft Marketplace partners—while providing clear tracking, transparent reporting, and real-time performance dashboards that allow partners to understand what content resonates most with their audiences.

Also Read: CES 2026: The Year “Physical AI” Claimed the Real World

The program is designed to scale globally and is expected to become one of the largest gaming affiliate ecosystems.

The launch reflects a broader industry shift from paid advertising to creator‑led, partnership‑driven growth, where trusted recommendations drive measurable business results. As influencer and affiliate models converge, leading brands are formalizing creator monetization through performance‑based programs with clear attribution, governance, and ROI. Minecraft is positioning creators as a scalable, accountable growth engine, not a one‑off marketing channel.

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A new study has revealed that half (50%) of senior UK marketers score their business’s overall campaign execution as below average (less than 11 out of 20) – and only six percent would rate their teams’ performance as genuinely agile when it comes to defining, creating, and executing marketing campaigns.

One in eight (13%) also admits they don’t have a content strategy, while more than half (56%) either don’t gather content and campaign performance insights at all or produce reports but don’t act on the findings.

When it comes to delivering campaign ROI, just over a third of marketing departments (38%) say they measure ROI for some of their campaigns but not all, while a quarter (25%) say they have no visibility into ROI.

The analysis comes from the Marketing Experience (MX) readiness survey, developed by Intermedia Global (IMG), which evaluates how effectively an organisation’s marketing operations are functioning across several core areas. These include data and insight maturity, technology integration, campaign execution, operational efficiency, and process alignment.

Steve Kemish, CEO of IMG, comments: “Many teams have invested in platforms and data, but still struggle to execute campaigns efficiently and at speed. This suggests that operational friction remains one of the biggest hidden barriers to marketing performance today.”

The survey also revealed a huge gap between the best and worst performers in technology maturity, which recorded the widest spread in overall scores across all areas covered.

For example, nearly half (44%) say that their key martech tools (CRM, automation, analytics, DAM) work well together and would call their current setup ‘pretty good’, while a quarter (25%) say those tools in their organization are ineffective and aren’t fit for the future.

The human element remains another significant area of potential concern for many: half of marketing teams either offer only minimal onboarding and training for marketing technology when people first join, or leave it to new users to figure it out on their own.

Also Read: Push Notifications Are Broken. Here Is What Comes After Them

Even more (56%) say that their teams understand the main features of the martech stack but underuse the advanced ones.

Steve Kemish adds: “The findings found that technology itself isn’t necessarily the problem; it’s consistency. Some businesses are moving well along their martech journeys, while others are still stuck in the Stone Age. It adds to the friction that prevents their campaigns from being effective.

“Overall, the research reinforces that modern marketing success is no longer just about creativity or investment in technology. It’s about operational maturity — how effectively organizations connect their data, systems, processes, people, and execution to create a stronger Marketing Experience.”

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New research by Omnisend shows consumers are paying close attention to brand participation in Pride Month – and how genuine it is. A survey of 1,370 U.S. consumers finds that nearly half (48%) consider Pride Month brand participation important, with 14% saying it’s extremely important to them. At the same time, 37% admit they’ve noticed brands pulling back in 2025-2026.  

Overall, attitudes vary across generations: brand participation matters most to Gen Z consumers (69%) and Millennials (66%), followed by Gen X respondents (49%) and Baby Boomers (28%). Among LGBTQ+ consumers, that number rises to 76%. 

“Consumers are paying much closer attention to whether brands stick to the values they talk about,” says Marty Bauer, E-commerce Expert at Omnisend. “That applies to Pride campaigns, but also to sustainability, social issues, and company culture in general. Topics tied to identity tend to draw even more attention because people often take them  personally.”  

One-in-four (25%) expect year-round support  

Of those consumers who expect brands to participate in Pride Month, 45% believe participation should be limited to brands that genuinely support LGBTQ+ rights. The clearest indicators of authentic support include: 

• Donations to LGBTQ+ organizations (18%)  
• Public advocacy (18%)  
• Featuring LGBTQ+ individuals in campaigns (14%)  

Ultimately, 25% of consumers expect year-round support, whereas changing logos to rainbow colors only in June (25%) or participating only when it’s politically safe (27%) are commonly viewed as performative.  

Also Read: AI Marketing Needs More Than Behavioral Data

Among those who have purchased Pride-themed products in the past (32%), the most common reasons were liking the product’s design (47%), wanting to support the LGBTQ+  community (37%), and knowing that proceeds supported LGBTQ+ causes (27%).  

“For retailers, this means that a Pride campaign isn’t being judged only on the ad itself anymore. People look at whether the brand shows up consistently, even outside of June,” says Bauer. “They might not expect every brand to make bold political statements, but  they do expect messaging and company behavior to feel real rather than reactive.” 

The post Consumers Demand Authentic Pride Support: Omnisend appeared first on MartechView.

The flood of AI crawlers and automated agents is forcing publishers and content owners to face a challenger: Deciding who gets access to their content, and under what terms.

To help address that problem, IAB Tech Lab released new guidance today on bot and crawler management strategies, opening the document for public comment through June 26, 2026.

The guidance is designed to help publishers, content owners, and ad tech companies think through how they manage non-human traffic, including AI systems that scrape or access content. It also complements the organization’s recently released CoMP API V1, a framework intended to support communication and permissions between AI systems and publishers.

“Giving content owners clear, practical guidance is key if we want adoption to move forward in a meaningful way,” Anthony Katsur, CEO of IAB Tech Lab, said in a statement. “This work helps simplify a complex area so companies can make decisions that fit their business while supporting a more sustainable marketplace.”

Also Read: When Silence Hurts Brands in the Age of AI

Should You Give AI Access to Your Content?

The IAB paper underlines how quickly AI crawling became a business issue across publishing and advertising. Many organizations don’t have formal policies on bots and crawlers, despite growing concerns about AI systems consuming content, straining infrastructure, and complicating monetization.

According to IAB Tech Lab, the guidance was created because many publishers and content owners were struggling to navigate the trade-offs involved in managing AI access. Blanket bot blocking, the group argues, is no longer practical as AI systems become more embedded across the web ecosystem.

Instead, the document outlines a range of approaches companies can take, along with the operational, financial, and strategic implications of each.

The guidance is aimed more at business leaders than at engineers, to help them understand the costs and consequences of AI crawler management.

Also Read: Agile Marketers Win: Elizabeth Maxson on AI, Composability and Creativity

“Content owners are being asked to make important decisions quickly, often without clear frameworks,” said Shailley Singh, EVP and COO at IAB Tech Lab. “This guidance helps break down the options so they can choose an approach that aligns with their goals.”

IAB Tech Lab said it will continue working with members and industry participants to support the implementation of both the bot management guidance and the CoMP API. The organization is accepting public comments on the proposal through June 26 before finalizing the framework.

The post Who Gets to Crawl Your Content? IAB Has an Answer. appeared first on MartechView.

Sprinklr, an AI-native platform for Unified Customer Experience Management (Unified-CXM), today announced the acquisition of ViralMoment’s assets, an AI-powered social video intelligence and analytics solution, strengthening Sprinklr’s leadership in modern, multimodal customer intelligence.

Social has become video-first — and increasingly image-led—with the majority of engagement and influence now driven by short-form video and visual storytelling across platforms like TikTok, Reels, and YouTube. Yet most listening and Voice of the Customer (VoC) programs remain text-centric, leaving brands with a growing blind spot as critical customer signals embedded in visuals and audio go largely untapped.

“Modern listening requires understanding customers the way they actually communicate today —visually, emotionally, and at speed,” said Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr. “While short-form video is becoming one of the dominant formats for brand engagement and discovery, most solutions still interpret culture through text. We believe that this acquisition allows us to advance our AI-native platform with the ability to ‘see’, interpret, and reason across video, imagery, and audio — unlocking a new generation of agentic AI systems grounded in real-world customer context.”

Also Read: Why the CMO Now Owns the Privacy Problem

ViralMoment was purpose-built for this new reality. Its video-native AI analyzes content frame by frame across visuals, audio, and on-screen text — cutting through the noise of modern platforms to uncover emerging trends, creative patterns, and cultural narratives as they form – turning video into structured, actionable customer intelligence.

“We built ViralMoment around the belief that modern social requires a fundamentally different approach to listening to and understanding customers,” said Chelsie Hall, Chief Executive Officer at ViralMoment. “Joining Sprinklr allows us to bring that capability into an enterprise platform built to operationalize those insights at scale — helping customers move from fragmented visibility to a more complete understanding of how culture and behavior evolve.”

With this acquired technology, Sprinklr’s customers will be able to:

• Detect emerging cultural and market trends earlier through video- and image-native intelligence
• Understand not just what content performs, but why it resonates
• Capture customer sentiment and product feedback expressed visually
• Activate insights across marketing, insights, product, and service teams in real time

Also Read: The CIO Who Says Governance Can Actually Speed Up AI

By combining ViralMoment’s video intelligence with Sprinklr’s enterprise-grade Unified-CXM and VoC platform, Sprinklr believes it will deliver the industry’s most complete multimodal listening and insights system — spanning text, images, video, and audio — and operationalized directly within enterprise workflows at scale. This will uniquely position Sprinklr as a partner of choice to help brands move from fragmented insights to comprehensive customer understanding — anticipating cultural shifts, informing decisions, and driving business outcomes.

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Kopa.ai, an agentic AI platform for e-commerce teams, has raised €2 million in seed funding, co-led by XTX Ventures and Practica Capital, with participation from Inovia Capital and angel investor Etan Ilfeld.

The company is building what it describes as an operating system for e-commerce businesses, designed to help teams delegate operational and analytical work to AI agents that can understand context, make decisions, and execute tasks autonomously.

Founded by a team with more than a decade of hands-on e-commerce experience, Kopa.ai is built on the idea that running a successful online business requires thousands of expert decisions every week. Rather than focusing solely on automation, the platform aims to enable merchants to delegate work to AI agents, just as they would rely on experienced internal operators.

Also Read: Why the CMO Now Owns the Privacy Problem

Kopa.ai connects directly to a merchant’s existing tools and storefront, continuously analyzing product, campaign, inventory, customer behavior, and site performance. Based on this understanding, its AI agents identify opportunities to improve business performance and take action accordingly — including generating creatives, adjusting campaigns, reallocating budgets, or publishing updates across connected systems.

The platform is designed to interpret intent rather than rely on prompts or predefined workflows. Teams provide high-level objectives, while the system determines how to execute them. Actions can run with human approval or autonomously, depending on customer preferences.

According to the company, every action and outcome feeds back into the system, allowing the AI to improve its judgment and execution over time through a continuous cycle of analysis, decision-making, execution and learning.

Also Read: E-commerce Doesn’t Have a Data Problem. It Has a Speed One.

According to Donatas Benaitis, founder of Kopa.ai, many e-commerce businesses have the potential to scale significantly faster, but are often slowed down by increasing operational complexity:

We’re building Kopa.ai to feel like handing work to your best expert – someone who understands what you’re trying to achieve from just a few words, makes smart decisions on your behalf, and delivers results that are often even better than you imagined.

Unlike point solutions focused on individual functions such as advertising, analytics or inventory management, Kopa.ai takes a broader approach across the entire e-commerce operation. Under the hood, the company is developing proprietary systems for structuring business knowledge, managing operational context and orchestrating specialized AI agents at scale.

The newly raised funding will be used to further develop the company’s core AI infrastructure, improve the intelligence and reliability of its agents, and expand its go-to-market efforts.

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Adzymic announced the launch of the AgenX Creative Agent, the first release in its agentic suite, marking a structural shift in the digital advertising ecosystem: from fragmented, manual workflows to interoperable, agent-to-agent execution built on open protocols. Alongside the Creative Agent, Adzymic is unveiling Agent as a Service (AaaS), a new subscription model that opens the AgenX platform to brands, agencies, and media owners globally.

Positioned at the intersection of creative technology and media infrastructure, AgenX extends Adzymic’s established role as a dynamic creative optimization (DCO) provider into an emerging paradigm where autonomous agents transact, optimize, and deliver advertising outcomes across channels.

Creative Agent anchors next-generation ad creation

At the core of the AgenX suite is its Creative Agent – an industry-first agentic creatives platform capable of generating rich media and interactive HTML ad units autonomously from a single campaign brief, producing assets across formats, sizes, and languages.

Beyond automation, the system incorporates brand governance at the point of creation. By ingesting brand guidelines, including visual identity systems, typography, color palettes, and tone of voice, the agent ensures that generated creatives remain consistent with brand standards while maintaining creation speed.

One of the platform’s pioneering adopters is long-standing client Cathay Pacific Airways. Karen Cheung, Performance Marketing Manager at Cathay Pacific, noted, “What stands out is the breadth and consistency of outputs generated at scale. From a single brief, we are seeing a wide range of high-quality, brand-compliant assets that are immediately deployable across formats. The ability to traffic these dynamically, whether programmatically, directly, or through agentic workflows, creates a far more agile testing environment for campaign performance.”

Another pioneering user of the platform is Mediacorp, Singapore’s national media network and largest content creator. Raj Parekh, Head of Growth & Partnerships, at Mediacorp, said, “At Mediacorp, we are always looking for ways to help partners and clients connect more meaningfully with audiences across our premium, brand-safe inventory. Our work with Adzymic has supported this by enabling us to deploy richer ad formats and use AgenX outputs to develop more responsive sales pitches. The speed of delivery and quality of creatives have been a game-changer, allowing us to bring more value to advertisers while strengthening the overall campaign experience. We are delighted to deepen our partnership with Adzymic, as we continue to explore new ways to help brands connect meaningfully with their audiences.”

Also Read: Hyper-Automation Is Over. Agentic AI Is What Comes Next.

The AgenX suite – what comes next

The Creative Agent is the first of three agents in the AgenX suite. The Sales Agent, designed to represent publisher inventory within agent-driven transactions, and the Buyer Agent, enabling autonomous media planning and activation, will each be the subject of dedicated launches as the agentic advertising ecosystem matures. Together, the three agents form a closed-loop agentic system across creative generation, inventory monetization, and media execution.

AgenX is built on AdCP (Ad Context Protocol), the emerging open standard for agentic media transactions, alongside Prebid Sales Agent and MCP (Model Context Protocol). This means AgenX is natively interoperable with any AdCP-compliant buyer or supply agent, including the agent-to-agent buying frameworks that major buy-side players are now actively deploying. The suite operates globally across all Adzymic markets.

Deanson Lee, General Manager for Southeast Asia at Ebiquity, a global media investment analysis firm, noted, “Agentic advertising represents one of the most meaningful structural shifts in how the industry operates in recent years. While much of the early momentum has been driven by the US and Europe, Southeast Asia is now approaching its own turning point. We are encouraged to see a homegrown company like Adzymic stepping forward as both enabler and operator, bringing agentic capabilities to publishers, agencies and clients across the region, playing a catalytic role in shaping how this new operating model is adopted and scaled across Southeast Asia.”

Adzymic’s Co-founder, Travis Teo, concluded, “We are at the inflection point of a structural shift in how advertising operates. Major holding companies are actively testing and executing agent-to-agent media transactions, signaling that agentic infrastructure is no longer a future consideration but an immediate commercial reality. With AgenX, we are building the infrastructure for this next phase, enabling intelligent agents to collaborate across the entire value chain. Our ambition is to help shape an open, interoperable ecosystem and to be at the forefront of how this new model evolves.”

Agent as a Service expands access to AgenX

For brands and agencies running campaigns through Adzymic’s APX 36One Managed Campaign service, AgenX-powered ad generation is included at no additional cost as part of every engagement, alongside campaign operations and access to premium omnichannel inventory across Adzymic’s network.

In parallel, Adzymic today introduced Agent as a Service (AaaS), a standalone subscription offering that provides brands, agencies and media owners with direct access to the AgenX platform, independent of Adzymic’s managed services.

Designed for organizations operating their own programmatic infrastructure, the subscription model enables direct access to the Creative Agent, with Sales Agent and Buyer Agent capabilities progressively activated as market readiness increases.

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