Inside NBCUniversal’s test to use AI agents to sell ads against a live NFL game

Traditional TV — let alone a live NFL playoff game — might be the last ad inventory type you’d think to test trying out AI agents against. And yet that’s exactly what NBCUniversal did last month.

The media conglomerate ran a test with ad agency RPA, marketing analytics firm Newton Research and Comcast-owned ad tech firm FreeWheel to have AI agents participate in buying an ad against a live NFL playoff game. But did it work?

“It works. It is a functioning technical proof-of-concept that accurately represents what the buyer wants to buy and what the seller has to sell,” said Ryan McConville, chief product officer and evp of ad products and solutions at NBCUniversal on the latest Digiday Podcast.

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