Stagwell accelerates AI in media operations

The move is designed to support continuous campaign analysis, auditing and optimisation at scale.

Stagwell has integrated Microsoft’s Model Context Protocol (MCP) into the paid search operations of its global media agency Assembly, marking what the company describes as an industry-first deployment of the technology within live advertising campaigns.

The integration embeds a Microsoft Copilot agent directly into paid search workflows, enabling AI to connect securely with Microsoft Advertising data, tools and systems. The move is designed to support continuous campaign analysis, auditing and optimisation at scale.

AI moves from testing to operational deployment

Model Context Protocol is an open standard that allows AI systems to connect with live data sources and workflows. Through the integration, Assembly’s teams can use AI agents that interact directly with campaign environments rather than operating as standalone tools.

According to Stagwell, the deployment creates a direct connection between AI agents and media systems, allowing ongoing optimisation and analysis within active campaigns while maintaining standardised workflows across markets.

The solution has already been implemented for a global enterprise technology client, providing a real-world example of how AI can be incorporated into day-to-day paid search management.

Focus on automation and operational efficiency

Stagwell said the deployment has delivered several operational benefits, including a shift from periodic audits to continuous optimisation, broader campaign coverage across markets and account structures, and greater consistency in recommendations generated across global teams.

The company also reported that senior specialists are able to spend more time on strategic initiatives as routine auditing and analysis processes become increasingly automated.

Lydia Smyers, VP US Telco, Media & Gaming, Microsoft: "Stagwell and Assembly are redefining how modern marketing organizations operationalize AI. Using M365 Copilot, Microsoft Advertising MCP, and Azure AI Foundry, they’ve reduced campaign audit timelines from hours to minutes while building a scalable foundation for AI-driven transformation across media and marketing."

Part of broader AI strategy

Dan Roberts, Global SVP Search, Stagwell Media Platform: "This is not AI as a toolset. This is AI as infrastructure, embedded into how our media segments operate in Search, and beyond, at Stagwell."

Thomas O’Donnell, Global Agencies Director, Microsoft Advertising: "This work shows what happens when AI moves beyond pilots into real-world deployment. MCP enables a new generation of agents that can securely connect to the systems businesses rely on every day, unlocking entirely new ways of working."

The integration will become part of The Media Machine, Stagwell’s media operating system launched earlier this month. It also builds on a series of AI-related initiatives introduced by the company over the past year, including The Machine, Stagwell Media Platform, Stagwell Search+ and Agent Cloud.

Stagwell said the MCP-powered Copilot agent is intended to combine specialist media expertise with AI-driven execution, extending the role of automation across search and broader marketing operations.

www.stagwellglobal.com

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