Warner Bros. Discovery Taps AWS to Build AI-Powered Advertising Platform

Warner Bros. Discovery (WBD) has renewed its partnership with Amazon Web Services (AWS) to bolster the company’s ad tech capabilities, unveiling an AI-powered ad platform that aims to bring together the linear television and digital streaming businesses.

The media company said the new infrastructure will employ agentic artificial intelligence to transform the planning, execution and optimisation of advertising campaigns across its networks, creating a single ecosystem unifying previously distinct television and streaming operations.

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AI-Powered Advertising:

WBD said the platform is being developed to streamline advertising workflows and provide brands with a more integrated approach to managing campaigns across premium content environments.

“We're embarking on the next frontier of advertising where convergence brings linear and digital together on a single platform,” said Dr. Nage Sethu, Senior Vice President, 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,” he added.

The rollout started earlier this year with features such as automated workflows, advanced audience forecasting and enhanced campaign measurement. WBD plans to roll out unified media planning capabilities in the third quarter, with phased rollouts of order management, pricing and campaign stewardship systems later this year.

One of the platform’s key features is the use of autonomous AI agents, which can continuously analyse campaigns’ performance and optimise outcomes in real time. These systems are designed to support audience targeting, inventory allocation and budget management across channels.

The technology will allow advertisers to more efficiently manage campaigns across multiple brands and platforms as well as support the development of new interactive advertising formats, the company said.

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Consumers should enjoy more personalised advertising experiences via the AI-powered system, based on audience insights and viewing behaviour.

“The collaboration brings together WBD’s content portfolio and audience data with AWS’s cloud and artificial intelligence capabilities,” said Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games and Sports, AWS.

“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,” she said.