ContentWise – What operators will one day expect: Agent Engine for real-time personalization
Infinite orchestration possibilities for video operators with the use of AI
New series drop daily, live events ignite online buzz, and cultural moments flare up without warning. Editorial and marketing teams in media are under constant pressure.
To seize those opportunities, they need to respond immediately. The challenge is that current workflows aren’t built for this pace.
Campaign launches often require coding knowledge, hours of manual setup, and a deep familiarity with multiple disconnected tools.
It’s time-consuming, stressful, and inefficient.
What’s missing is a way to shorten the distance between a team’s intent and the execution of that intent.
A way to promote new titles to the right segment, see it happen across platforms, in real time, without code, and without logging into five different systems.
That is what agentic AI makes possible. This is about orchestration: aligning tools, tasks, and timing in one motion.
Agents can understand instructions, connect with your existing tools, and carry out multi-step workflows under editorial guidance.
Let’s take one of the most common challenges: the launch of a new campaign.
You want to capitalize on the buzz around a major sports event (the 2026 World Cup is around the corner). Building and launching a campaign takes
time: coordinating assets, defining segments, setting up messages across different platforms…
The Marketing Campaign Agent removes that friction.
It assembles the necessary assets, applies targeting rules to build precise audience groups, and connects everything to your marketing delivery systems.
The campaign can then be scheduled or triggered instantly, with personalized notifications and content packages going out in real time.
What once required hours of manual effort across multiple tools becomes a single, automated workflow, leaving your team free to focus on creative strategy instead of execution.
Every operator has its specific challenges and workflows: from refreshing a homepage carousel based on trending conversations, to adapting promotions around live sports results, to testing discovery flows before deploying them.
The power of Agent Engine lies in its flexibility.
Operators can design agents tailored to their unique needs. Editorial and marketing teams can finally stop wrestling with tools and start crafting great experiences for their audiences.
The Broadcast and Media industry is moving toward orchestration as a baseline. Just as content recommendations once shifted from
“nice-to-have” to “must-have,” agentic AI will become standard for digital experience teams.
Agentic AI is no longer a concept for the future.
It is the practical step operators can take today to free their teams and deliver experiences at the speed of culture.
