Warner Bros. Discovery is expanding its advertising technology stack on Amazon Web Services with a platform driven by agentic AI that WBD says will automate and centralize how premium advertising inventory is planned, activated, optimized and monetized across its U.S. linear and digital channels.
The company is reworking its legacy internal workflows into automated, data-driven processes operating on a single platform. That consolidated infrastructure is designed to unify the buying experience across previously siloed business units and to support continuous automated campaign optimization.
According to the rollout schedule, WBD began deploying new capabilities in 2026. Initial features introduced earlier in the year include agentic automation for direct response and commercial workflows, advanced audience forecasting, and improved measurement and attribution. The company plans to deliver unified media planning in Q3, with a phased rollout of composable order management, pricing, and stewardship slated for Q4.
The platform is built around autonomous AI agents that handle tasks such as intelligent planning, dynamic forecasting, real-time optimization, and closed-loop measurement. Those agents support flexible targeting approaches so buyers can concentrate on particular brands or audience segments across both linear and digital channels. WBD will provide recommendations for optimal inventory allocation based on the platform's outputs.
Core AWS building blocks cited as powering the infrastructure include Amazon Bedrock AgentCore, Amazon Bedrock, Amazon SageMaker, Amazon Simple Storage Service, Amazon Elastic Container Service, and Amazon Quick. The combined stack aims to streamline the ad-buying process for WBD inventory and make it simpler for advertisers to assign budgets across multiple platforms and brands.
Context and implications
The new platform replaces fragmented internal processes with an integrated system that automates campaign lifecycle steps from planning through measurement. The phased timetable establishes near-term capabilities already active in 2026 and sets out incremental releases in the second half of the year.
Key next steps
- Q3 - unified media planning rollout.
- Q4 - phased deployment of composable order management, pricing, and stewardship.