NBCUniversal tested a proof-of-concept system using agentic AI that allows advertising agencies to plan, execute, and optimize a cross-platform video ad buy — spanning both linear TV and streaming — in seconds rather than days. Announced in January 2026, the system uses AI agents on the buy and sell sides that communicate with each other to negotiate and finalize campaigns.

In collaboration with ad agency RPA, ad tech firm FreeWheel (a Comcast subsidiary), and analytics vendor Newton Research, NBCUniversal deployed AI sales agents for its linear TV inventory while FreeWheel deployed agents for its digital inventory. The buy-side agent initiates the request-for-proposal process and the agents refine proposals through automated feedback loops. Human staff on both sides must sign off before campaigns execute. The first live execution covered a major brand's Q1 2026 investment including NFL playoff placements — described by NBCUniversal as the first time AI agents have automated live sports inventory on linear television. The Model Context Protocol (MCP) was used to enable agent-to-agent communication.