How AI Agents Are Reshaping Advertising Operations?
Generative AI has already transformed how agencies produce copy, visuals, and even TV spots. But the rise of AI agents marks a new turning point. These autonomous systems don’t just enhance existing workflows — they completely rewrite the rules of marketing and communication, taking over strategic planning, digital asset production, data optimization, campaign orchestration, and real-time performance analysis.
This MM Tech Club dives deep into the impact of AI agents on the entire advertising value chain:
- What does this mean for agency structures?
- How will it reshape the collaboration between advertisers and their agency partners?
- What new roles and skills will be required?
- How can both brands and agencies harness this technological leap?
We’ll assess where we stand today, debate the challenges, risks and opportunities, and share practical advice to navigate this next wave of innovation.
Our Speakers - Insightful Perspectives From Three Key Players
Erik Portier, Managing Director, Mediaplus (part of Serviceplan Group)
With his extensive experience leading one of Europe’s top integrated agencies, Erik will share how AI agents are being embedded into creative and media processes — and how agencies can stay relevant by evolving their operating models.
Valérie Delaby, Marketing Director, Alken-Maes
As the voice of the advertiser, Valérie will offer a brand-side perspective on what’s changing in agency partnerships, what expectations brands have in this new AI-driven era, and how to foster collaboration that drives both creativity and performance.
Toon Coppens, Director Advertising Data & AI, DPG Media
From a media and tech provider’s point of view, Toon will explore the growing role of automation, the importance of data in campaign orchestration, and how AI agents could shape the future of programmatic, personalization, and performance measurement.
A unique opportunity to explore what’s next for the advertising ecosystem, guided by expert voices, in a highly interactive debate moderated by Alain Heureux.
Held at TheMerode Business Club, this session promises not only sharp insights but also quality networking and culinary inspiration with drinks & bites by Laurier.