Model Context Protocol adopted for AI in media and car‑wash platforms

Stagwell and Microsoft Advertising announced the first industry integration of Microsoft’s Model Context Protocol (MCP), embedding the Copilot AI agent directly into Stagwell’s Assembly paid‑search operations and live media campaigns. The deployment links Copilot to Microsoft Advertising data, enabling real‑time analysis, auditing and generation of client‑ready outputs, with the partner citing reductions in campaign audit times from hours to minutes.

AMP introduced a Model Context Protocol server for the car‑wash sector, allowing operators to query business data in plain language through AI assistants such as Claude, ChatGPT and Gemini. The platform connects to 89 data sources covering revenue, memberships, marketing, payments and weather, and includes built‑in security and audit trails. Both announcements highlight MCP as an open standard that lets AI securely access live data and workflows across different industries.