Shares of Warner Bros. Discovery (WBD) rose nearly 1% on Wednesday after the company announced a major restructuring of its advertising technology stack, leveraging Amazon Web Services’ autonomous artificial intelligence to combine its television and digital commercial businesses into a single platform.
The entertainment giant announced it is implementing an “Agent AI” workflow aimed at fundamentally changing the way ad slots are designed, sold and evaluated across the U.S. media ecosystem. This technology relies on AWS as Warner Bros. Discovery’s primary cloud infrastructure provider.
Integrate siled markets
Traditional terrestrial television markets and modern digital streaming platforms have historically functioned as independent ecosystems, separated by separate operational processes. WBD’s AWS-backed infrastructure aims to unify these departments and allow advertisers to treat both media as a single, cohesive inventory.
“We are thrilled to be partnering with Warner Bros. Discovery for the first time in a long time,” said Neej Sethu, senior vice president of technology for converged advertising and linear systems at Warner Bros. Discovery. Sethu said leveraging AWS is essential to creating a streamlined experience for processing data and predictions at cloud-native scale.
Advanced AWS infrastructure
This technical overhaul builds heavily on Amazon’s specialized machine learning capabilities. The platform deploys Amazon Bedrock and its AgentCore framework to build and maintain core AI agents, and uses Amazon SageMaker to develop custom, proprietary machine learning models that comply with enterprise security and privacy regulations.
In addition, Warner Bros. Discovery sales representatives will utilize Amazon Quick, an AI-driven virtual assistant. The tool uses natural language processing to enable internal teams to instantly extract insights about their data and receive proactive sales recommendations.
“By combining WBD’s iconic content portfolio and rich audience signals with AWS’s cloud and agent AI capabilities, we are enabling a new era of intelligent, automated advertising,” said Samira Pana Bakhtyar, general manager of media, entertainment, gaming, and sports at Amazon Web Services.
WBD, AMZN Stock: Retail View
Stocktwits retail sentiment for AMZN and WBD stocks was “bearish” and message volume was “normal.” overall retail chatter AMZN and WBD Compared to the previous session, they increased by 8% and 40%, respectively.
AMZN stock has increased 4.4% since the beginning of the year, while WBD has declined 8.8% in the same period.
