TV ad measurement company iSpot is launching its own agentic AI platform. Today, the company announced SAGE, which it describes as an “agentic AI-powered platform years in the making.” (Hey, this better be good!)
At a high level, SAGE analyzes video ads frame by frame to identify themes, storylines, and creative elements, then connects those signals to survey data measuring likability, attention, and purchase intent. The goal is to more clearly link what happens inside the creative to how campaigns actually perform.
The initial rollout centers specifically on creative analysis and planning. In this first phase, SAGE will be accessible through two agents: a Creative Insights Analyst that diagnoses performance, and a Creative Planning Assistant that can make strategic recommendations in real time.
Why This Matters:
At its core, SAGE is really about identifying patterns — specifically, between creative and campaign performance — and turning those patterns into recommendations.
That’s not a small ambition. Marketers have historically struggled to connect what’s happening inside an ad itself — the storyline, tone, pacing, characters — with measurable business outcomes. iSpot, with its agents, wants to close that gap.
Their launch is also part of a broader shift toward agentic systems in adtech, where platforms don’t just report on results but actively surface insights and recommend next steps. And there’s a clear economic incentive for that as McKinsey estimates that agentic deployments could drive annual productivity gains of 3% to 5% and even lift growth by 10% or more.
Experts React:
Here’s what AI and media executive Berj Kazanjian had to say about the launch on LinkedIn:
“This is a clear sign of where measurement is heading. Brands want speed, clarity, and insight without waiting weeks for research cycles. When a platform can break down millions of ad frames and return answers in real time, the way teams plan, test, and adjust changes fast. The companies that learn to use tools like this will move quicker than the ones still waiting for reports.”
Our Take:
iSpot likely has something here. First, this moves the company further upstream into an optimization role, with its planning agent.
Second, iSpot says it is analyzing 2.5 million ads spanning 185 TV networks, 500 publishers, and tens of thousands of distinct brands. But data is meaningless if it can’t be put to work for advertisers. That’s what SAGE appears designed to do.
