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Warner Bros. Discovery and Amazon Web Services (AWS), its preferred cloud provider, announced the development of innovating advertising experiences built with AWS agentic AI. Its objective is to create new opportunities to enhance advertiser outcomes and drive long-term growth, as WBD has claimed in a statement.

WBD is expanding its advertising technology stack on AWS and deploying an agentic AI-driven approach to how premium inventory across its U.S. linear and digital channels is planned, activated, optimized, and monetized. By rebuilding its traditional internal workflows from the ground up with automated, data-driven processes on a single platform, WBD has reimagined its infrastructure for advertisers – looking forward to unifying the buying experience across previously siloed business units and enabling ongoing automated campaign optimization.

“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 optimize across both — all measurable and optimizable at cloud scale with agentic, AI-native decisioning”, explains 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”, he adds.

The company will introduce unified media planning in Q3, followed by a phased rollout of composable order management, pricing, and stewardship in Q4 — with the intention of further advancing their 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”, shares 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”, she continues.

Agentic AI-Driven Workflows

WBD’s new platform features autonomous AI agents for intelligent planning, dynamic forecasting, real-time optimization, and closed-loop measurement. These agents are designed to self-optimize, learning from outcomes to drive better results for buyers and sellers alike with every campaign.

The system aims to enable 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 allocate budgets across multiple platforms and brands. Additionally, advertisers can leverage new ad formats, including interactive ads, while viewers receive more customized ad content.

Reimagined Architecture Built on AWS

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.

AWS services powering the platform include:

• Amazon Bedrock AgentCore provides the scalable platform to build, connect, and optimize AI agents.
• Amazon Bedrock hosts the various foundation models employed in WBD’s closed instance.
• Amazon SageMaker provides the tools for training custom machine learning models for WBD’s exclusive use and in compliance with WBD data protection, segmentation and security controls.
• Amazon Simple Storage Service (Amazon S3) stores data in the Apache Iceberg format for the underlying data lake.
• Amazon Elastic Container Service (Amazon ECS) powers application hosting.
• Amazon Quick is a personalized, proactive AI assistant that enables Ad Sales teams to interact with data through natural language, uncover actionable insights, receive proactive recommendations, and make faster, data-driven decisions.