Sabio is bringing agentic AI deeper into its advertising operations through a new partnership with enterprise AI company Gentoro.
The companies will initially deploy AI agents across Sabio’s internal campaign management workflows, while also supporting Sabio’s development of a natural-language self-serve interface for its DSP.
Why This Matters:
Agentic AI has quickly become one of adtech’s biggest product themes, and much of the conversation has focused on advertiser-facing agents for planning, buying and optimization.
Sabio is starting practically, with its own operations. Gentoro’s Campaign Management Agent will work across Sabio’s systems to automate repetitive tasks and streamline workflows that traditionally require manual execution.
That could be particularly useful for Sabio because it owns multiple pieces of its stack, including its DSP, SSP, App Science household graph and Creator TV capabilities. The goal is ultimately to connect those systems through an AI layer that lets users interact with Sabio using natural language.
Experts React:
“Our partnership with Gentoro enables agentic AI agents to streamline our workflows, while unifying our full tech stack,” says Sabio CEO Aziz Rahimtoola.
Meanwhile, Gentoro CEO Pervez Choudhry called operational efficiency “one of the most immediate opportunities for agentic AI to create meaningful business value.”
Our Take:
This feels like a sensible way to approach agentic AI, of course.
There’s no shortage of ambitious promises about autonomous media buying, but applying agents first to repetitive internal campaign workflows gives Sabio a concrete place to prove the technology works. If that foundation eventually translates into a useful natural-language interface for its buyers, the partnership gets more interesting. Keep in mind, research shows 76% of advertisers are already seeing performance gains from agentic AI, so every adtech company is going to need an agentic game plan.
