How agencies, publishers and platforms are actually using AI agents

October 30, 2025

AI agents are the current focal point for agencies, marketers and publishers hoping to deploy the potential of generative AI to practical effect.

At RAPP, for example, staffers have access to a variety of agents through parent company Omnicom’s Omni operating platform. James Heimers, evp, marketing sciences at Rapp, told Digiday that an agent used to pull historical data from within Rapp’s own client database was now the “starting point” for presentations and sales decks. Such systems have sped up creative strategy work, he said, but obstacles remain.

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