Warner Bros. Discovery (WBD) has partnered with cloud provider Amazon Web Services (AWS) to develop its next-generation advertising experiences built with AWS agentic AI.
WBD is expanding its advertising technology stack on AWS and deploying an agentic AI-driven approach to how inventory across its US linear and digital channels is planned, activated, optimised, and monetised.
The company said it is rebuilding its longstanding traditional internal workflows from the ground up with automated, data-driven processes on a single platform.
WBD added that it will create a new infrastructure for advertisers, unifying the buying experience across previously siloed business units and enabling ongoing automated campaign optimisation.
In 2026, WBD began rolling out agentic automation for direct response and commercial workflows, advanced audience forecasting, and enhanced measurement and attribution.
Building on this, the company will introduce unified media planning in the third quarter, followed by a phased rollout of composable order management, pricing, and stewardship in quarter four.
WBD said the new platform features autonomous AI agents for intelligent planning, dynamic forecasting, real-time optimisation, and closed-loop measurement. It said the agents continuously self-optimise, learning from outcomes to drive better results for buyers and sellers with every campaign.
The system enables flexible targeting approaches, allowing buyers to focus on specific brands or audience segments across linear and digital, with WBD providing optimal inventory allocation recommendations.
"We're embarking on the next frontier of advertising where convergence brings linear and digital together on a single platform – each retaining its own essence, yet with the fluidity to plan, package, and optimise across both — all measurable and optimisable at cloud scale with agentic, AI-native decisioning," said Dr. Nage Sethu, SVP, Technology - Converged Advertising and Linear Systems, WBD.
"AWS is proud to deepen our relationship with WBD at such a transformative moment in media and advertising," said Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games & Sports, Amazon Web Services.
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