Tiger Brokers puts AI agents to work in OOH campaign

Tiger Brokers has partnered with Stellar Ace and advertising technology company Adzymic to launch what the companies claim is Asia's first live agentic out-of-home (OOH) advertising campaign, using artificial intelligence (AI) agents to support media planning, buying and creative development.

The campaign ran from 21 October to 3 November 2026 to promote Tiger Brokers' annual flagship event, "Tiger Trade Experience 2026", and was activated across more than 260 digital advertising screens in Singapore.

The initiative marks a move towards agentic advertising, where AI agents can interpret campaign objectives, evaluate available information and coordinate tasks across different stages of the advertising process, rather than simply executing predefined instructions.

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At the centre of the campaign was a workflow involving three AI agents, each responsible for a different aspect of campaign execution.

The buyer agent explored Stellar Ace's media inventory and proposed a media plan based on Tiger Brokers' requirements, while the sales agent assessed the proposed plan on behalf of the media owner, reducing the need for manual coordination between both parties.

Meanwhile, the creative agent interpreted Tiger Brokers' brand guidelines and individual screen specifications to generate advertising creatives suited to different formats.

Despite the use of AI, human oversight remained part of the process. Tiger Brokers reviewed and approved the proposed media plan before Stellar Ace accepted the media buy, while both teams conducted creative checks and managed the operational requirements needed to bring the campaign live.

According to the companies, the pilot sought to demonstrate how agentic AI could be applied to an actual commercial advertising campaign, rather than a simulated environment, while allowing teams to retain control over commercial decisions, brand suitability and campaign delivery.

The initiative also explored how AI agents could streamline traditionally manual processes in OOH advertising, including inventory discovery, location and format evaluation, media planning and creative adaptation.

Ernest Teh, marketing director of Tiger Brokers Singapore, said the pilot demonstrated the potential for AI to simplify media planning.

"At Tiger Brokers, we are always looking for innovative ways to engage our audiences more effectively. This agentic pilot has been an encouraging experience, demonstrating the potential for AI to streamline media planning and we see the potential for agentic AI to transform how brands plan and activate our advertising campaigns in the future," he said.

Meanwhile, Tony Heng, president of Stellar Experience, said the pilot represents a step towards a more connected advertising ecosystem.

"Agentic advertising presents an opportunity to move towards a more connected advertising ecosystem. We are in an era of advertising where planning, buying, and delivery can be fundamentally transformed. Speed, agility and accountability will define how we deliver value," he said.

"This pilot, conducted for a real campaign with a real advertiser and actual OOH inventory is a huge step in Stellar Ace's move towards AI-enabled OOH advertising," Heng added.

Kenniess Wong, co-founder and executive director of Adzymic, said the collaboration builds on the company's efforts to develop agentic advertising infrastructure.

"Earlier this year, we started building agentic infrastructure for advertising. With Tiger Brokers and Stellar Ace, we put it to work on a live OOH campaign," Wong said.

"This is a first step towards what we set out to build: intelligent agents working together across the advertising value chain, so teams can spend their time on judgement rather than coordination," he added.

The latest campaign follows Tiger Brokers' efforts to engage retail investors through interactive experiences that bring investing beyond its trading platform. Last year, Tiger Brokers Singapore hosted its flagship "Tiger Trade Experience 2025: What's your secret sauce" event at Plaza Singapura, attracting more than 4,000 attendees over two days. Ahead of the event, the brokerage firm launched an online quiz that categorised investors into different trading personalities, including 'Salt', 'Wasabi' and 'Sambal Chilli', to drive engagement and attendance.

The activation transformed Plaza Singapura's atrium into "Tastemakers corp", a finance-themed experiential space featuring interactive missions, trading tools and games. Visitors could explore the Tiger Innovation Lab, participate in giant Jenga and a human claw machine at Tiger PLAYce, and win limited-edition merchandise.

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