As artificial intelligence moves from experimentation to core infrastructure, marketing organizations are searching for ways to unify data, creativity, and execution without dismantling existing systems. That challenge sits at the heart of a new announcement from Stagwell, which has introduced The Machine, positioning it as marketing’s first agentic operating system. The launch is a notable moment for the MarTech ecosystem, signaling a shift from standalone AI tools toward intelligence that operates across the entire marketing workflow.
Stagwell, the challenger network focused on transforming modern marketing, said The Machine was built by Code and Theory, its digital transformation agency and Adweek’s Most Innovative Agency of the Year. Rather than replacing the tools marketers already rely on, The Machine is designed to enhance them, making day to day operations more predictive, connected, and adaptive.
The platform integrates directly with widely used systems such as Figma, Slack, Teams, Adobe, and performance dashboards. By linking these environments, The Machine turns disconnected workflows into a unified system powered by AI agents and amplified by Stagwell’s agencies, data, and proprietary products. Every brief, creative asset, and media plan feeds into a system that learns over time, allowing each campaign to inform and improve the next.
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“The launch of The Machine, combined with our recent release of newvoices.AI and strategic partnerships with Palantir and Gradial, marks another milestone in cementing Stagwell as a leader in marketing AI,” said Mark Penn, Chairman and CEO of Stagwell. “This moment underscores Stagwell’s ability to deliver best-in-class solutions for clients and lead the industry through the AI era.”
A central differentiator of The Machine is its ability to work within existing infrastructure. According to Code and Theory, many AI tools require organizations to overhaul their systems, creating friction and slowing adoption. “Most marketing AI tools ask you to rip out your infrastructure and start over,” said Dan Gardner, Founder and Chairman of Code and Theory. “The Machine does the opposite. It works where you work, improves and AI enables the tools you already use, and transforms existing operations into an agentic system. That’s the shift from isolated tools to a unified operating system.”
Early versions of The Machine are already being adopted by Code and Theory clients, and Stagwell plans to showcase live demonstrations at CES from January 6 through January 9. These demonstrations will highlight how strategy, creative, production, and media teams can operate from shared intelligence, how AI plugins deliver insight directly inside everyday tools, and how brand strategy and media performance can be connected through a single source of truth.
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The Machine builds on Code and Theory’s enterprise work with clients including Qualcomm, TIME, Stanley Black and Decker, Henry Schein, and T. Rowe Price. That experience has shaped a system designed to scale creative output while maintaining brand integrity and enabling continuous optimization through real time feedback loops.
“Clients have been asking for a solution that connects people, content, data, and technology to truly realize the value of AI, and The Machine delivers just that,” said Michael Treff, CEO of Code and Theory. “We’ve turned marketing operations into a unified system rather than a collection of tools to enable marketers to embrace the next phase of AI transformation.”
For marketers and advertisers, the debut of The Machine reinforces Stagwell’s push to redefine how AI is embedded into marketing operations. By focusing on orchestration rather than replacement, Stagwell is positioning The Machine as foundational infrastructure for an era where intelligence compounds across every campaign, channel, and client engagement.
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