IAB Examines How AI Agents Can Support Video Planning and Execution

What happened

The discussion considers workflows in which automated systems help select audiences, inventory and creative assets under human supervision.

What changes

Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.

Why it matters

Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.

Implications for businesses

A U.S. advertiser can test a narrowly scoped workflow with spending limits, approval rules and a clear way to review the agent’s decisions.

Un Rino’s take

Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.