Warner Bros. Discovery Agentic AI Advertising Built on AWS – Content + Technology

Warner Bros. Discovery and Amazon Web Services (AWS), its preferred cloud provider, announced the development of 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 premium inventory across its US linear and digital channels is planned, activated, optimised and monetised. By rebuilding its longstanding traditional internal workflows from the ground up with automated, data-driven processes on a single platform, WBD has reimagined its infrastructure for advertisers, unifying the buying experience across previously siloed business units and enabling ongoing automated campaign optimisation.
“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, Warner Bros. Discovery. “Building with AWS has been critical to streamlining the buyer’s experience across linear and digital, powering critical layers of our data, forecasting and next-generation agentic advertising stack.”
In 2026, WBD began rolling out a new generation of capabilities, including 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 Q3, followed by a phased rollout of composable order management, pricing and stewardship in Q4, further advancing its end-to-end advertising transformation built with AWS.
“AWS is proud to deepen our relationship with Warner Bros. Discovery at such a transformative moment in media and advertising,” said Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games & Sports, Amazon Web Services. “By combining WBD’s iconic content portfolio and rich audience signals with AWS’s cloud and agentic AI capabilities, we’re enabling a new era of intelligent, automated advertising that delivers better outcomes for brands and viewers alike.”
WBD’s new platform features autonomous AI agents for intelligent planning, dynamic forecasting, real-time optimisation and closed-loop measurement. These agents continuously self-optimise, learning from outcomes to drive better results for buyers and sellers alike 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.
The platform streamlines the ad buying process for WBD inventory so that advertisers can more effectively allocate budgets across multiple platforms and brands. Additionally, advertisers can more easily leverage new ad formats, including interactive ads, while viewers receive more customised ad content.
Underpinning WBD’s new advertising technology implementation is a composable data and interoperability layer that gives WBD’s AI agents the real-time context they need to act, integrate seamlessly across the ecosystem and deliver buyer transparency. Key AWS services powering the platform include:
By building its next-generation ad tech platform with agentic AI from AWS, WBD demonstrates its commitment to innovation and its focus on building a more agile, intelligent advertising ecosystem. By combining world-class content and audiences with advanced AI cloud capabilities, WBD is creating new opportunities to enhance advertiser outcomes and drive long-term growth.
Visit https://www.wbd.com
 

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