WBD's AI-driven advertising innovation is built with AWS to unify the buying experience across linear and digital, giving advertisers the fluidity of one platform while each channel keeps its own essence – with cloud-scale infrastructure and autonomous, intelligent workflows.
Warner Bros. Discovery, Inc. (Nasdaq: WBD) ("WBD" or the "Company") and Amazon Web Services (AWS), its preferred cloud provider, announced the development of next-generation advertising experiences built with AWS agentic AI.
WBD is expanding its advertising technology stack on AWS and deploying an agentic AI-driven approach to how premium inventory across its U.S. linear and digital channels is planned, activated, optimized, and monetized. By rebuilding its longstanding traditional internal workflows from the ground up with automated, data-driven processes on a single platform, WBD has reimagined its infrastructure for advertisers – unifying the buying experience across previously siloed business units and enabling ongoing automated campaign optimization.
"We're embarking on the next frontier of advertising where convergence brings linear and digital together on a single platform – each retaining its own essence, yet with the fluidity to plan, package, and optimize across both — all measurable and optimizable at cloud scale with agentic, AI-native decisioning," said Dr. Nage Sethu, SVP, Technology - Converged Advertising and Linear Systems, Warner Bros. Discovery. "Building with AWS has been critical to streamlining the buyer’s experience across linear and digital, powering critical layers of our data, forecasting, and next-generation agentic advertising stack."
In 2026, WBD began rolling out a new generation of capabilities, including agentic automation for direct response and commercial workflows, advanced audience forecasting, and enhanced measurement and attribution. Building on this, the company will introduce unified media planning in Q3, followed by a phased rollout of composable order management, pricing, and stewardship in Q4—further advancing their end‑to‑end advertising transformation built with AWS.
"AWS is proud to deepen our relationship with Warner Bros. Discovery at such a transformative moment in media and advertising," said Samira Panah Bakhtiar, General Manager, Media, Entertainment, Games & Sports, Amazon Web Services. "By combining WBD's iconic content portfolio and rich audience signals with AWS's cloud and agentic AI capabilities, we're enabling a new era of intelligent, automated advertising that delivers better outcomes for brands and viewers alike."
Agentic AI-Driven Workflows Spanning the Full Advertising Value Chain
WBD’s new platform features autonomous AI agents for intelligent planning, dynamic forecasting, real-time optimization, and closed-loop measurement. These agents continuously self-optimize, learning from outcomes to drive better results for buyers and sellers alike with every campaign. The system enables flexible targeting approaches, allowing buyers to focus on specific brands or audience segments across linear and digital, with WBD providing optimal inventory allocation recommendations.
The platform streamlines the ad buying process for WBD inventory so that advertisers can more effectively allocate budgets across multiple platforms and brands. Additionally, advertisers can more easily leverage new ad formats, including interactive ads, while viewers receive more customized ad content.
Reimagined Architecture Built on AWS
Underpinning WBD's new advertising technology implementation is a composable data and interoperability layer that gives WBD's AI agents the real-time context they need to act, integrate seamlessly across the ecosystem, and deliver buyer transparency. Key AWS services powering the platform include:
- Amazon Bedrock AgentCore provides the scalable platform to build, connect, and optimize AI agents
- Amazon Bedrock hosts the various foundation models employed in WBD’s closed instance
- Amazon SageMaker provides the tools for training custom machine learning models for WBD’s exclusive use and in compliance with WBD data protection, segmentation and security controls
- Amazon Simple Storage Service (Amazon S3) stores data in the Apache Iceberg format for the underlying data lake
- Amazon Elastic Container Service (Amazon ECS) powers application hosting
- Amazon Quick is a personalized, proactive AI assistant that enables Ad Sales teams to interact with data through natural language, uncover actionable insights, receive proactive recommendations, and make faster, data-driven decisions.
Impact on the Future of Media
By building its next-generation ad tech platform with agentic AI from AWS, WBD demonstrates its commitment to innovation and its focus on building a more agile, intelligent advertising ecosystem. By combining world-class content and audiences with advanced AI cloud capabilities, WBD is creating new opportunities to enhance advertiser outcomes and drive long-term growth.
About Warner Bros. Discovery
Warner Bros. Discovery (Nasdaq: WBD) is a leading global media and entertainment company that creates and distributes the world's most differentiated and complete portfolio of content and brands across television, film, and streaming. Available in more than 220 countries and territories, WBD's iconic portfolio includes Discovery Channel, HBO, HBO Max, CNN, DC, Eurosport, HGTV, Food Network, OWN, Investigation Discovery, TLC, TNT, TBS, truTV, Travel Channel, Warner Bros. Motion Picture Group, Warner Bros. Television Group, Warner Bros. Games, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies, and others. For more information, please visit www.wbd.com.