LiveRamp has announced a new range of agentic AI capabilities that aim to assist marketers in planning, executing, measuring, and optimizing their campaigns with greater intelligence and automation. The announcement further reiterates LiveRamp’s commitment to changing the way data collaboration and marketing work with the help of specialized AI agents within its ecosystem.
The latest upgrades introduce agent-powered access to the LiveRamp platform, allowing AI agents to autonomously collaborate with approved partners. The goal: shift marketing teams away from manual, siloed processes toward intelligent, policy-aligned execution that drives measurable performance gains. Customers will be able to activate these AI-powered capabilities in accordance with their internal AI governance frameworks and the usage policies of the underlying AI providers.
“We’re making it possible for AI agents to do what marketers have been doing manually – build audiences, measure cross-media performance, and optimize spend – but faster and within the governed environment our customers already trust,” said Matt Karasick, Chief Product Officer at LiveRamp. “The agents from Newton Research and SemantIQ are live today, and they’re the first of many partners we’re bringing onto the platform.”
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Expanding Agent Access Across the Marketing Lifecycle
Expanding upon their previous AI roadmap, LiveRamp is now allowing their clients to directly license and use AI agents and applications built by their partners within their platform. This is allowing brands to automate their marketing workflows, from audience development to ongoing media optimization, using AI technology.
By centralizing governed access to premium datasets and identity infrastructure, LiveRamp ensures these agents operate securely while delivering scalable impact.
The company is actively broadening its agent ecosystem to support diverse industry use cases:
- With SemantIQ, health and life sciences marketers can build and activate healthcare provider audiences directly from the LiveRamp Clean Room.
- With Newton Research, advertisers can access instant insights from LiveRamp’s Cross-Media Intelligence solution by simply asking natural language questions.
LiveRamp continues to expand its partner network across planning, segmentation, optimization, and measurement categories, further embedding AI agents into everyday marketing operations.
“LiveRamp and Newton Research have leaned in together to help marketers use AI to drive quantifiable performance increases, today,” said John Hoctor, CEO and Co-founder at Newton Research. “As Newton Research unlocks media performance gains from analytics with specially-trained intelligent agents, and LiveRamp streamlines adoption of these next-gen agents, every marketer will be able to easily tap the power of AI as part of their everyday workflows.”
Enhanced Identity and Lookalike Modeling for Precision Growth
Alongside agentic integrations, LiveRamp is introducing new tools designed to strengthen precision growth strategies and improve campaign experimentation. These features are accessible directly via the platform or through AI agents, enabling continuous, cross-channel optimization.
Among the updates is enhanced lookalike modeling across first-, second-, and third-party data sets, allowing marketers to scale high-value audiences with greater accuracy. Additionally, the introduction of a unified, identity-powered control group across surfaces and channels helps standardize performance measurement and simplify experimentation at scale. When combined with the speed and automation of AI agents, these improvements accelerate insight generation and drive smarter budget allocation.
“Building a strong identity foundation has given us confidence in the accuracy, completeness, and precision of our data. As we progress to applying AI-powered lookalike modeling to scale reach for our suppliers and advertisers, we’re able to develop high-quality models that help us identify the right audiences and engage them in the ways they want to be reached,” said Austin Leonard, VP and GM, DG Media Network.
“With data security and consumer privacy protected at every step, we can use AI and data collaboration to model, build, and recommend higher-quality audiences with confidence, driving stronger marketing results and enabling us to scale more efficiently,” said Thomas Atkins, Executive Director of Media, MGM Resorts International.
Industry analysts also view the release as a meaningful shift in how marketers operationalize AI-driven audiences.
“Marketers have historically struggled with incorporating lookalike audiences due to three main friction points: data, workflow, and connectivity.” said Ananda Chakravarty, Research VP for Retail Insights at IDC. “With this release, LiveRamp addresses these factors by sourcing from first-, second-, and third-party data, adapting to workflows, and ensuring seamless connectivity and activation across the ecosystem, resulting in a marketer focused solution.”
Accelerating the Shift to Governed, AI-Driven Marketing
As AI adoption accelerates across the advertising ecosystem, marketers face increasing pressure to balance automation, governance, and measurable ROI. LiveRamp’s agentic AI upgrades signal a move toward intelligent orchestration – where agents work collaboratively within trusted identity frameworks to streamline execution without compromising privacy or compliance.
By combining identity resolution, premium data access, cross-media intelligence, and AI automation in a unified platform, LiveRamp is positioning itself at the center of next-generation marketing operations – enabling smarter growth, faster planning, and more accountable measurement in an increasingly complex digital landscape.