Adzymic launches AgenX Creative Agent

Adzymic has launched its AgenX Creative Agent, introducing a subscription-based "Agent as a Service" (AaaS) model aimed at shifting digital advertising from manual workflows to interoperable, agent-to-agent execution based on open protocols.

This platform extends Adzymic’s existing dynamic creative optimisation (DCO) capabilities into an environment where autonomous agents handle cross-channel advertising tasks.

The core Creative Agent generates interactive HTML and rich media ad units across multiple formats, sizes, and languages from a single campaign brief, while automatically applying ingested brand guidelines such as typography, color palettes, and tone of voice to maintain governance.

Early adopters include Cathay Pacific Airways, which uses the platform to generate brand-compliant assets for agile campaign testing, and Mediacorp, which utilises the outputs to create responsive sales pitches and deploy diverse ad formats across its network.

The Creative Agent represents the first component of a planned three-part suite; upcoming Sales and Buyer Agents will eventually manage publisher inventory and autonomous media planning to form a closed-loop system.

Built on open standards such as the Ad Context Protocol (AdCP), Prebid Sales Agent, and Model Context Protocol (MCP), AgenX is designed to interoperate with compliant buy-side and supply-side frameworks globally. Industry analysts from Ebiquity note that this reflects a broader structural shift toward agentic advertising now scaling within Southeast Asia and global markets.

Adzymic is integrating these capabilities into its existing managed campaign services at no additional cost, while simultaneously offering the independent AaaS subscription for organisations that manage their own programmatic infrastructure and require direct platform access.

Adzymic’s co-founder, Travis Teo, said, “We are at the inflection point of a structural shift in how advertising operates. Major holding companies are actively testing and executing agent-to-agent media transactions, signalling that agentic infrastructure is no longer a future consideration but an immediate commercial reality. With AgenX, we are building infrastructure for this next phase, where intelligent agents can collaborate across the entire value chain. Our ambition is to help shape an open, interoperable ecosystem and to be at the forefront of how this new model evolves.” 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Adzymic expands into Thailand, Hong Kong, and Japan
Adzymic sets up new office in HK