Warner Bros. Discovery (WBD) has announced a major expansion of its advertising technology stack through a deep integration with Amazon Web Services (AWS), introducing next-generation ad experiences powered entirely by agentic artificial intelligence.
The media conglomerate is deploying an AI-driven platform to rebuild its traditional internal ad workflows from the ground up. The unified ecosystem completely converges WBD’s previously siloed U.S. linear television and digital streaming networks, allowing advertisers to plan, activate, and optimize premium campaigns across all channels at cloud scale.
“We’re embarking on the next frontier of advertising where convergence brings linear and digital together on a single platform,” said Dr. Nage Sethu, SVP, Technology – Converged Advertising and Linear Systems at 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.”
The capabilities began rolling out earlier this year, introducing automated workflows for direct response, advanced audience forecasting, and enhanced measurement. WBD plans to introduce unified media planning in Q3, followed by a phased rollout of composable order management, pricing, and campaign stewardship systems in Q4.
Autonomous AI Workflows Across the Value Chain
The new ad infrastructure leverages autonomous AI agents capable of continuous self-optimization. By analyzing real-time data and learning from campaign outcomes, these agents handle flexible audience targeting, recommend optimal inventory allocatio, and simplify cross-platform budget management for brands.
For advertisers, the platform streamlines multi-brand budget allocations and accelerates the deployment of new interactive ad formats. For viewers, the AI-driven targeting is designed to deliver highly customized, relevant commercial content.
“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,” added Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games & Sports at Amazon Web Services.