IBM and MINT.ai to Advance Agentic AI in Advertising

MINT’s multi-agent architecture with IBM watsonx, IBM’s flagship portfolio of AI products, will offer an efficient solution to brands and media agencies, designed to help their clients move from the current “human-led, AI-assisted” model, to a “human-led, agents-operated” one.

Shifting from Single Task Execution to AI-Operated Workflows

The collaboration provides a unique opportunity for brands and agencies to optimize their media workflows, introducing the concept of hybrid teams of humans and agents working as one. Specialized AI agents, trained on the largest volumes of media data within the industry, will selectively take on the operational execution of end-to-end tasks, while humans remain in the driver’s seat.

The model relies on AI agents capable of making decisions, acting independently, and collaborating across tasks. It is a shift away from using AI to help do the work, toward managing AI that actually does the work.

A significant opportunity to reduce costs and maximize the impact of every dollar spent in advertising, at the speed of AI

The collaboration has already led to early implementations with a select group of customers, including both brands and agencies. These early use cases focus on areas like media planning, forecasting, campaign activation and financial reconciliation — all known for their complexity, heavy dependence on manual-intense activities and high coordination costs.

So far, teams using agentic workflows have reported up to 30% reduction in monthly hours spent on media operations and overhead, especially when multiple departments or systems are involved.

Over the next 90 days, MINT plans to release more than 30 agentic roles and use cases across the media and advertising workflow. Each agent is designed with a specific operational goal in mind — from media planning to performance tracking, from budget management to resolving billing discrepancies — all on a platform built to seamlessly integrate with the client existing tech-stack.

A Long-Term Approach to Innovate Advertising

The collaboration also includes joint development initiatives, a shared co-innovation lab, and aligned global go-to-market efforts, reflecting a broader shift in how AI is applied to enterprise workflows — moving from assistant tools to autonomous agents, and from process acceleration to process delegation, under human supervision. For advertisers, it opens a pathway to more efficient and scalable operations without increasing overheads, to a new work model for which AI is not just a tool, but an integral part of the hybrid organization of the future.