Media agencies build audit tools to prevent AI agents from overcharging
Agencies experimenting with agentic buying methods have run into a new problem – estimating the true cost of their agentic systems.
Media agencies are developing audit tools to prevent AI agents from overcharging as they integrate AI into their planning and buying practices. These tools aim to monitor AI technology used for audience targeting, campaign setup, and media execution, ensuring that agencies do not incur unexpected costs due to AI errors or inefficiencies.
Jonathan Whiteside, global EVP of technology at Dept, highlighted the potential for AI tools to "get out of control very, very quickly," underscoring the need for robust monitoring mechanisms.
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