LiveRamp, a leading data collaboration platform, has announced the launch of new artificial intelligence capabilities designed to transform the future of marketing automation. The company introduced a suite of agentic AI tools focused on orchestration, segmentation, and search, positioning itself at the forefront of the evolving martech landscape. The announcement reflects the growing trend of companies embedding AI deeper into core marketing workflows to help brands operate more efficiently and deliver personalized experiences at scale.
Agentic AI refers to systems that operate with a degree of autonomy, handling tasks that traditionally require human oversight. By incorporating this approach into its platform, LiveRamp aims to give marketers the ability to delegate complex processes such as campaign optimization, data-driven segmentation, and cross-channel orchestration to AI-driven agents. These tools promise to save time, improve targeting accuracy, and allow teams to focus more on strategy and creativity.
The company highlighted three key areas of innovation. The first is orchestration, where agentic AI can manage workflows across multiple touchpoints, ensuring that campaigns remain consistent and adaptive to real-time customer behaviors. The second is segmentation, which uses AI to dynamically identify and refine audience groups, improving precision and reducing wasted ad spend. The third is search, where the platform allows users to query data and campaign performance insights through natural language, making advanced analytics more accessible to non-technical users.
This launch comes at a time when marketers face growing challenges in balancing personalization with privacy regulations, as well as managing data across increasingly fragmented ecosystems. LiveRamp has emphasized that its tools are built with responsible AI principles in mind, aligning with industry expectations around transparency, explainability, and governance. The company said these agentic AI capabilities were designed to work within existing compliance frameworks, enabling businesses to innovate without compromising consumer trust.
Analysts see this as a strategic move that could strengthen LiveRamp’s competitive position in a crowded market. The company already has a significant presence as a connector of customer data across walled gardens, media platforms, and enterprise systems. By embedding AI agents into its core offerings, LiveRamp is signaling that it intends to not only enable data connectivity but also to drive smarter decision-making on top of that infrastructure.
Investor reaction has reflected cautious optimism. While some view the debut of agentic AI tools as an essential evolution for the company’s long-term growth, others point to the broader uncertainty around monetization in the AI sector. Shares of LiveRamp saw movement following the announcement, underscoring how investor sentiment is closely tied to companies’ ability to demonstrate practical, revenue-generating applications of AI rather than broad promises.
Industry experts note that AI’s impact on marketing is moving from experimental pilots to operationalized systems. Tools that once helped automate basic workflows are now being tasked with higher-order responsibilities, such as dynamically adjusting campaigns or predicting customer journeys. In this context, LiveRamp’s entry into agentic AI aligns with the broader shift toward making AI not just a supportive tool but an autonomous partner in marketing execution.
The launch also highlights the convergence of customer data platforms and AI orchestration. As marketers seek to unify first-party data with external sources, platforms like LiveRamp are positioning themselves as both custodians and enablers of this intelligence. By adding agentic AI to its ecosystem, LiveRamp is offering brands a way to activate data more seamlessly, with AI agents managing the complexity behind the scenes.
LiveRamp’s announcement reflects the urgency across the martech sector to adapt to rapid changes in consumer behavior and technology. With generative AI already reshaping content creation and personalization, the next frontier is giving AI the ability to take autonomous actions within defined boundaries. If executed successfully, this could significantly reduce friction in marketing processes, allowing businesses to respond faster to market dynamics and customer needs.
For marketers, the practical benefit lies in being able to run campaigns with greater efficiency, while still maintaining oversight and control. By framing its tools as augmentations rather than replacements, LiveRamp is positioning agentic AI as a partner to human teams. This approach may help address concerns about over-automation, reassuring businesses that AI can enhance decision-making without displacing human judgment.
As enterprises evaluate the adoption of agentic AI, they will likely weigh factors such as scalability, integration with existing systems, and alignment with governance policies. LiveRamp’s established presence in data connectivity gives it an advantage in offering end-to-end solutions that combine infrastructure with intelligence. If its agentic AI tools deliver on their promise, they could become a model for how AI can be responsibly embedded into marketing operations at scale.
The introduction of these capabilities represents more than just a product update. It signals a broader industry shift toward making AI an orchestrator of marketing itself, where campaigns are continuously optimized and personalized in ways that human teams alone could not achieve. LiveRamp’s announcement underscores the fact that the next phase of martech will be defined not only by how much data companies can gather, but by how effectively AI can act on that data in real time.