LiveRamp has unveiled a suite of advanced artificial intelligence capabilities for its platform, highlighted by the introduction of new agentic AI solutions designed to leverage the company’s extensive data collaboration network. With this launch, LiveRamp establishes itself as the first platform to empower autonomous AI agents with the ability to collaborate using governed access to critical marketing functions like identity, segmentation, activation, and measurement. This groundbreaking approach is intended to help marketers devise more intelligent campaigns, optimize their investments, and accurately prove the impact of their efforts across all channels. The new AI features will be accessible to customers in a manner that aligns with their own internal corporate AI policies.
At the core of this announcement is the concept of “agentic orchestration” for marketing. LiveRamp is now positioned to connect the trillions of data signals flowing through its network to enhance AI systems, enabling secure and intelligent data collaboration at a massive scale for the burgeoning agentic ecosystem. By consolidating this vast pool of data, LiveRamp can facilitate complex, multi-agent collaboration across the entire marketing lifecycle, with robust connectivity and governance controls built directly into the framework.
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“AI agents are only as smart as the data they can access, and LiveRamp is uniquely positioned to fuel them with superior signals at the right time to personalize in new ways,” said Matt Karasick, head of product at LiveRamp. “Our interoperability and enterprise-grade governance allow marketers to leverage any agent, anywhere, with the complete context and trusted data necessary to operate at the speed of AI. the power of AI joins the power of the LiveRamp network, delivering better outcomes with drastically less effort.”
LiveRamp’s agentic orchestration framework allows marketers to connect their own proprietary agents, or those from third-party partners, through APIs. These agents are granted controlled access to LiveRamp’s identity infrastructure, segmentation tools, and the rich insights from its network of 900 partners. This gives marketers the flexibility to use their preferred AI agents to make faster and more informed decisions.
In addition to the agentic framework, LiveRamp also introduced two other significant AI-powered features to simplify marketing workflows. The first is an industry-first AI-Powered Segmentation tool, which enables marketers to create highly precise audience segments from first-party, second-party, or third-party data sources simply by using natural language prompts. This innovation dramatically reduces the time it takes to explore, build, and activate audiences. The second feature is AI-Powered Search, which enhances the LiveRamp Data Marketplace. This new search interface uses AI to surface high-value segments, making the discovery of third-party audiences seamless and accelerating marketers’ time-to-value.
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Industry partners have recognized the potential of these new tools. “Enhancing the use of third-party data with AI unlocks even more value for marketers at the frontier of AI,” commented Evan Hills, Chief Commercial Officer at Dstillery. “Bringing these tools together will make it easier than ever to tap the strength of third-party data, making activating the highest performing audiences faster and more streamlined than ever before.”
Michael Gorman, Chief Product Officer at Predactiv, added, “LiveRamp’s AI investments continue to accelerate marketers’ ability to tap the best solutions from across the ecosystem, bringing value not just for marketers, but every part of the marketing stack. With LiveRamp and Predactiv helping to unlock AI-powered targeting, marketers have an opportunity to drive considerable improvements in performance.”
Underscoring its commitment to expanding its collaborative network, LiveRamp also announced it has added over 25 new partner integrations, including major destinations like Netflix, further broadening the opportunities for marketers to deploy advanced AI use cases.
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