Agencies shift AI strategy from campaign optimization to workflow orchestration

This shift marks a fundamental change in how AI delivers value to the B2B streaming and advertising ecosystem. As performance-based AI bidding becomes a commodity across major platforms, competitive advantage is migrating toward operational efficiency. For the streaming industry, this means agencies can manage increasingly fragmented inventory—from CTV to retail media—without a proportional increase in headcount. The ability to connect fragmented data silos is the immediate priority for tech stacks. Watch for the adoption of interoperability frameworks like MCP as the primary signal that agencies are successfully moving past isolated automation toward true multi-platform orchestration.

The move toward orchestration comes as agency business models face intense pressure. Per a Basis survey from June 2026, roughly 87% of agency professionals believe the traditional agency model is broken, with inefficient processes and siloed systems cited as the top challenges. Currently, more than one-third of agencies manage 10 or more tools across their ad tech stacks, more than double the share reported in 2024. Basis has responded by launching Compass, an agentic AI solution that transforms campaign briefs into strategies and media plans 50% faster than manual methods, directly integrating with omnichannel activation.

Broad industry data reflects a rapid maturation of these technologies. According to Forrester’s State of AI Inside US Marketing Agencies 2026 report, released in June 2026, half of all U.S. agencies have already deployed agentic AI for marketing execution. While 90% use generative AI, the focus is shifting toward productivity; 63% of agencies now prioritize AI agents specifically to enhance staff impact. This aligns with findings from IDC, which reported in June 2026 that 77% of enterprises now have AI agents running in production to solve cross-functional business challenges.

However, this transition is not without friction. Forrester noted that while agencies are successfully embedding AI into workflows, an overemphasis on cost efficiency risks undermining creative differentiation. Furthermore, data from Mediaocean’s 2026 Advertising Outlook Report reveals that only 10% of marketers believe their ad tech stacks are fully connected across channels. As agencies attempt to operationalize AI-driven orchestration, overcoming data quality issues and the 70% failure rate typical of AI pilots will be critical to achieving the projected 30% reduction in operational costs.