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Warner Bros. Discovery Partners with AWS to Build AI-Powered Advertising Platform
Summary
Warner Bros. Discovery has announced a collaboration with Amazon Web Services to build a new advertising technology stack using agentic AI. The platform aims to automate and unify ad planning, sales, and optimization across the company's linear and digital properties.
Warner Bros. Discovery (WBD) is expanding its partnership with Amazon Web Services (AWS) to develop a new advertising technology platform powered by agentic AI. The initiative aims to create a single, automated system for planning, activating, and monetizing premium ad inventory across WBD's U.S. linear television and digital channels.
The new infrastructure is designed to replace traditional internal workflows with automated, data-driven processes on a unified platform. By breaking down previously siloed business units, the system will offer a more streamlined buying experience for advertisers and enable ongoing, automated optimization of ad campaigns.
The company reported that it began rolling out new capabilities in 2026, including agentic automation for commercial workflows, advanced audience forecasting, and enhanced measurement and attribution tools. WBD plans to introduce unified media planning in the third quarter, followed by a phased release of composable order management, pricing, and stewardship features in the fourth quarter.
AdThe platform utilizes autonomous AI agents for intelligent planning, dynamic forecasting, real-time optimization, and closed-loop measurement. This allows advertisers to target specific brands or audience segments, with the system providing recommendations for optimal inventory allocation. The technology is powered by a suite of AWS services, including Amazon Bedrock, Amazon SageMaker, and Amazon Elastic Container Service.