Warner Bros. Discovery Embraces Agentic AI, Partners with AWS to Build Next-Gen Advertising Platform

Warner Bros. Discovery (WBD-US) has announced a collaboration with Amazon Web Services (AWS), a cloud service under Amazon (AMZN-US), to build a next-generation advertising technology platform centered on Agentic AI (agent-based artificial intelligence). By leveraging autonomous AI agents, the platform will comprehensively transform advertising planning, delivery, optimization, and monetization processes across linear TV channels and digital platforms in the United States, accelerating the AI transformation of its advertising business.

This partnership is built upon AWS serving as Warner Bros. Discovery’s primary cloud service provider. The company stated that the new platform will reconstruct its existing ad tech infrastructure, integrating previously fragmented workflows across different business units into a single unified platform. Through automation and data-driven decision-making, advertisers will be able to manage both linear TV and digital streaming ad resources simultaneously, continuously optimizing campaign performance.

Warner Bros. Discovery noted that it has begun phased deployment of new features in 2026, including Agentic AI automation for direct-response advertising and business processes, advanced audience prediction, and enhanced ad performance measurement and attribution analysis.

According to the roadmap, Integrated Media Planning functionality will launch in the third quarter of this year, followed by modular order management, smart pricing, and ad stewardship features in the fourth quarter, progressively advancing the end-to-end transformation of its advertising platform.

The platform’s key innovation lies in the integration of multiple autonomous AI agents responsible for media planning, audience forecasting, real-time optimization, and closed-loop performance measurement. These AI agents will continuously learn from and adjust based on campaign outcomes, improving return on investment (ROI) for both advertisers and media owners.

The platform also supports more flexible ad buying models, allowing brands to run campaigns across linear TV and digital platforms based on specific brands or target audiences. The system will automatically recommend optimal ad placement configurations, enhancing media resource efficiency.

Technologically, the platform leverages multiple AWS AI services, including Amazon Bedrock AgentCore, Amazon Bedrock, Amazon SageMaker, Amazon Simple Storage Service (S3), Amazon Elastic Container Service (ECS), and Amazon QuickSight, collectively supporting AI agent development, machine learning, data analytics, and real-time decision-making.

Warner Bros. Discovery stated that the new platform will also simplify the ad procurement process, helping brands allocate advertising budgets across its various media platforms and content brands. It will support new ad formats such as interactive ads and deliver more personalized ad content based on viewer preferences.

In fact, Warner Bros. Discovery has been actively integrating AI into its advertising operations in recent years. In May of this year, the company launched several AI-powered advertising products, including Scene-Level Moments, Shoppable Pause Ads, Dynamic Creative, and Agentic Experiences, aiming to leverage content from its streaming platforms like HBO Max to boost ad engagement and monetization. This collaboration with AWS to build an Agentic AI advertising platform is seen as a significant extension of the company’s AI-driven advertising strategy.

Market analysis indicates that as competition in streaming video intensifies, media companies are increasingly adopting generative AI and Agentic AI to enhance advertising efficiency and revenue generation. Warner Bros. Discovery’s comprehensive overhaul of its ad tech platform aims not only to improve the advertiser experience but also to build a more efficient and flexible digital advertising ecosystem through AI automation, further strengthening its competitiveness in the streaming ad market.