The Agentic AI Advertising (A³) Lab is a collaboration between MMA's AI Leadership Think Tank and Monks to assess the creative and commercial impact of video advertisements fully produced by agentic AI. As the advertising industry evolves from generative to agentic AI, this initiative provides insights into practical capabilities, true impact on effectiveness, and the evolution of workflows, tools, and processes. A³ represents shared learning to future-proof the marketing industry.
Research Objective
Assess the business case and operational implications of using AI across creative quality, performance, and efficiency.
Research Questions
- Does the creative adhere to brand and platform guidelines?
- Is expected performance higher on pre-tests/AI scoring?
- Was the process faster and more cost-efficient?
Methodology & Approach
| Core Activity | Participating brands provide a campaign brief and core assets such as product renders or 3D models. |
| AI Process | Monks, our technology partner, will leverage their Agentic AI platform (Monks.flow) to develop a set of video ad creatives based on your brief. |
| Testing | Brands have the option to test these AI-generated ads in a research environment to gauge performance. Live media deployment is not a requirement for participation. |
| Requirements |
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