First published by Advertising Week
Agentic AI’s role in media transformation
From brief to plan in seconds, and what that means for media teams.
Jul 24, 2025
David Billings, VP of Digital at Empathy Lab, teamed up with Sameer Amin, VP of Data-Driven Marketing & Media at Reckitt, to explore how AI is reshaping paid media, and why now is a critical moment to act.
Agentic solutions are a great fit for some of the big challenges and opportunities that anyone working in paid media is wrestling with today.
The two speakers showcased how media planning can now happen in seconds, not weeks – with a live demo that turned a brief, budget and run time into a transparent, data-driven media plan. For Reckitt, it’s not about replacing people, but refocusing their attention. As Sameer Amin put it, “We're getting more out of our teams by automating the grunt work.”