Global marketing network Stagwell (NASDAQ: STGW) and Microsoft Advertising have launched an industry-first integration of Microsoft’s Model Context Protocol (MCP), embedding a conversational Copilot agent directly into live media campaigns via Stagwell’s global media agency, Assembly. This milestone marks a significant shift from localized AI testing to full programmatic production, seamlessly connecting the conversational engine with live Microsoft Advertising data and media systems to handle continuous analysis, real-time auditing, and client-ready reporting at scale. Deployed for a global enterprise technology client, the system transforms traditional paid search operations by turning hours-long campaign audits into instantaneous processes, allowing senior resources to focus on strategic growth initiatives while ensuring cross-market data consistency.
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Highlighting the strategic impact of this deployment, Lydia Smyers, VP US Telco, Media & Gaming at Microsoft, noted: “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.” Bridging deep algorithmic execution with core media operations, Dan Roberts, Global SVP Search at Stagwell Media Platform, emphasized: “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.” Underscoring the operational maturity of this open framework, Thomas O’Donnell, Global Agencies Director at Microsoft Advertising, stated: “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.”