Innovid, the independent software platform for the creation, delivery, measurement, and optimisation of advertising, has unveiled new AI agents alongside Innovid Orchestrator—a full-cycle AI orchestration agent built to connect people, data, and technology across the advertising lifecycle.
The launch introduces a suite of specialised AI agents that automate core advertising functions across creative, delivery, measurement, and optimisation, and Innovid Orchestrator, which connects them all. Innovid Orchestrator combines the power of Innovid’s pre-built AI agents through an open orchestration layer, uniting human input, proprietary data, and external systems and agents.
The result is a system that automates workflows and drives measurable results for every channel, platform, and partner. Marketers and their partners also get the flexibility to Bring Your Own Agents (BYOA) or integrate external models, data, and tools.
“Marketers are experimenting with agentic AI but doing so in a disconnected manner—considering multiple agents for creative, delivery, measurement, and optimisation—each trapped in its own silo. While this accelerates points in the advertising workflow, it also makes the fragmentation between those points even more pronounced. Innovid Orchestrator ends that disconnect. Sitting above media, planning, billing, CRM, data, and analytics systems, it weaves together these isolated efforts into one intelligent, connected system for cohesive, enterprise-grade orchestration,” Zvika Netter, CEO and co-founder, Innovid, said.
“This is a generational leap, not a feature update. Marketers are trying to run next-gen AI on yesterday’s infrastructure. Our AI agents automate the core part of advertising, while Innovid Orchestrator connects them and everything else into one intelligent system. It’s the connective foundation for the AI era of advertising, where humans and AI work in concert to deliver measurable business outcomes. And Innovid is the only company positioned to build it,” Netter added.
Innovid’s AI agents are designed to automate and accelerate four pillars of advertising: creation, delivery, measurement, and optimisation. These agents can operate independently or together with Innovid Orchestrator.
Underlying this foundation, a core intelligence layer—powered by Innovid’s ad serving engine—fuels real-time decisions, drawing on context, performance signals, and advertiser-defined goals. When used with Innovid Orchestrator providing direction and coordination, the specialised agents work together within an adaptive system that learns and improves over time.
Innovid Orchestrator in Action
Innovid Orchestrator acts as a “superagent,” conducting a network of specialised AI agents, transforming fragmented processes into one orchestrated system.
For instance, in the create phase, the Creative Generator Agent produces assets at scale, while the Predictive Scoring Agent forecasts which creative will perform best. The Decision Tree Builder Agent then maps how each message adapts to audiences. From there, Deliver agents take those ideas live. The Campaign Creator Agent translates media plans into trafficking-ready blueprints in minutes, while the Campaign QA Agent ensures every detail runs flawlessly.
As campaigns launch, the Report Visualiser Agent provides instant clarity through real-time dashboards, while the CreativeInsights Agent surfaces trends and opportunities. Optimisation agents thenclose the loop by reallocating budgets, audiences, and creative messages to maximise performance.
At every step, Innovid Orchestrator sits at the centre—directing, synchronising, and learning from each agent—to create a continuous, closed-loop system where human creativity and AI work together. This orchestration aims to deliver faster launches, smarter decisions, and measurable outcomes across every channel.
Why Now?
Since Innovid is plugged into the core of the advertising ecosystem—integrated with every platform, publisher, and partner—Innovid Orchestrator delivers secure, end-to-end automation across the entire media supply chain. Unlike media-incentivised platforms, whose AI agents favor their own inventory, or creative point solutions or DSPs that operate in isolation, Innovid provides the unbiased connective tissue that makes everything else work together across agents, datasets, and workflows.
“Our clients aren’t asking for incremental features, they are asking for transformation. At enterprise scale, marketers need systems that automatically and intelligently work together—not in isolation—with transparency at every step. Because Innovid already powers the connective tissue of the industry, and as part of Mediaocean, we’re uniquely positioned to solve for that complexity and connectivity across the advertising lifecycle,” Grant Parker, president, Innovid, said.
“AI isn’t just transforming marketing—it’s redefining how brands connect with people in real time. Its true power lies in orchestrating people, platforms, and purpose—from creative development to media activation and campaign optimisation—to deliver meaningful customer experiences at scale. At Unilever, we see AI as a catalyst for ‘Desire at Scale’—our approach to marrying emotional relevance with performance, creating brand experiences that are always-on, deeply human, and commercially effective. Innovid’s vision for AI orchestration is bold and timely, and we’re excited to activate the Orchestrator across our brands to unlock new levels of creative quality, agility, and impact,” Rachelle Schuimer, associate director digital capabilities, Unilever, added.
“AI presents an incredible opportunity to bring precision and efficiency to every part of the advertising supply chain. For that potential to be realised, transparency and collaboration must be built into the foundation. At Bayer, specifically within our in-house Media team, we’ve seen firsthand how open, intelligent frameworks – like Innovid Orchestrator – can help move the industry toward that reality, where automation drives measurable, trustworthy outcomes without sacrificing integrity,” Gary Guarnaccia, head of investment, Ad Tech, Bayer, added.
“T-Mobile is reimagining what it means to stay connected in the age of AI. We’re proving that AI isn’t just a tool for efficiency – it’s a catalyst for deeper connections, smarter experiences, and real-time action. Innovid Orchestrator embodies the power of human creativity and intelligent automation working in sync. As AI innovation accelerates, we see a future where every touchpoint is adaptive, predictive, and unmistakably personal,” Julie Mullins, senior advertising & media operations leader, T-Mobile, said.
Innovid Orchestrator is setting the pace for the infrastructure of modern advertising, as the industry moves to integrate AI into every step of workflows.
