smartclip and M6 Unlimited deploy agentic AI for digital audio advertising

smartclip, the adtech division of RTL Group, and M6 Unlimited, the advertising arm of Groupe M6, have announced the deployment of agentic AI in digital audio advertising. Using smartclip’s Sidekicks technology, the collaboration aims to automate the process of converting natural language media briefs into customized advertising products.

Media planners can describe campaign requirements—such as target audience, budget, and key performance indicators (KPIs)—using natural language. The AI agent then matches these requirements against M6 Unlimited’s available audio inventory to identify relevant products or dynamically create bespoke media offerings. The workflow is designed to handle price validation, campaign booking, and reporting, with forecasting capabilities planned for future development phases.