Whereas 88% of entrepreneurs have adopted AI inside their group, McKinsey’s 2025 State of AI report lately revealed that almost all nonetheless haven’t reworked their workflows to take full benefit of the tech.

As advertising groups juggle a number of AI instruments, Stagwell-owned company Code and Concept is utilizing CES to tease The Machine, an agentic AI working system (OS) that layers automation and intelligence throughout present advertising merchandise somewhat than changing them.

Christine Clark, Code and Concept’s head of manufacturing and marcom, informed ADWEEK that The Machine will assist businesses throughout Stagwell’s community scale content material, media, and data-driven decision-making.

“It connects to every little thing that the staff does,” mentioned Clark. “It’s about insights and motion, and people actions being automated based mostly on workflows that we arrange.”

Plugging in

The Machine is at present being adopted by early-access shoppers inside Code and Concept, together with manufacturers reminiscent of Qualcomm, Stanley Black & Decker, and T. Rowe Price. It’s slated for a broader enterprise launch in Q1 2026.

Fairly than onboarding groups on to a brand new interface, Code and Concept CEO Michael Treff mentioned the platform is designed to carry intelligence into present programs and processes.

The tech integrates instantly into instruments entrepreneurs already depend on, reminiscent of Adobe and Figma. It might additionally plug into widespread undertaking administration platforms, together with Workfront and Monday, in addition to custom-built instruments utilized by particular person manufacturers.

Treff mentioned this flexibility might be crucial as The Machine is integrated throughout a number of Stagwell businesses and shoppers.

In early pilot campaigns, Code and Concept has used The Machine to attach inventive, media, and information workflows—permitting groups to generate a number of variations of inventive, take a look at them in opposition to particular viewers segments, and optimize efficiency much more shortly than conventional processes.

“We’re attempting to attach businesses and the work that businesses do with shoppers, with the instruments that they use, no matter instruments these could also be, and the information that powers every little thing,” Treff mentioned.

Treff mentioned a standard use case that has already emerged for The Machine is temporary creation and viewers identification, delivered utilizing first-party consumer information alongside proprietary company, third-party, and artificial sources.

In some instances, he mentioned, work that beforehand took weeks (reminiscent of viewers evaluation and early testing) can now be accomplished in hours.

For creatives, which means marketing campaign efficiency and viewers information can inform selections whereas work is being created, somewhat than after belongings are delivered. “In case you’re a designer and also you’re engaged on belongings for campaigns, Machine is connecting you to the entire historic information, real-time information, and viewers information,” Treff mentioned.