Unveiled at Cannes Lions 2026, Displayce is launching a suite of AI agents accessible via MCP, designed to transform the planning, activation, and analysis of DOOH campaigns. In doing so, the company is introducing a new category: Agentic DOOH, in which specialised AI agents contribute directly to media decision-making, from the initial brief and inventory curation through to post-campaign analysis.

The announcement builds on Displayce’s role as a pioneer in programmatic DOOH and its recent recognition, including the Grand Prix Stratégies de l’IA 2026 and Technology Company of the Year at the UK Media Leader Awards.

DOOH enters the era of agentic systems

As AI gradually transforms marketing workflows, DOOH is still often integrated into media plans at a late stage, after the main budget decisions have already been made. Displayce aims to move this entry point forward. The objective is to make DOOH accessible from the earliest strategic planning stages, enabling agencies and advertisers to generate, compare, and substantiate media scenarios in minutes rather than days.

The platform draws on more than ten years of expertise and proprietary audience, mobility, contextual, and inventory data. This powers agents that interpret briefs, produce actionable recommendations, and explain their rationale.

At the heart of this approach, Displayce is opening its platform to the main AI environments used by media agencies. The agents can therefore be integrated directly into assistants such as ChatGPT or Claude through MCP, the Model Context Protocol. The ambition is clear: to make DOOH a native component of the agentic environments used to design and optimise media investments.

"DOOH is still too often treated as an execution channel. We want to turn it into a decision-making lever from the campaign design stage," said Laure Malergue, CEO of Displayce.

Three agents to support media decision-making

Displayce’s agentic suite is built around three specialised agents designed to orchestrate media decisions.

The first transforms a brief into actionable media plans. Based on a brief written in natural language and using Displayce’s data platform, the agent generates a written and visual recommendation within minutes. This includes a selection of programmatically available screens aligned with the brand’s budget, positioning and objectives. This process is currently largely manual and dependent on local expertise.

The second agent transforms a selection of audiences and screens into editable sales presentations, ready to be used and defended by sales teams. It builds the most relevant narrative for each campaign and generates a personalised pitch to better explain, highlight, and defend the media recommendation, while also maximising the chances of success during pitches.

The third analyses campaign performance and identifies the factors driving effectiveness. It turns DOOH results into editable narrative reports, reducing manual analysis, and helping teams demonstrate DOOH value through clear insights.

A market moving towards the industrialisation of agentic AI

According to Gartner, 60% of brands are expected to use agentic AI systems by 2028, while initiatives such as IAB Tech Lab’s Agentic Advertising Management Protocol, or AAMP, reflect the advertising industry’s move towards greater standardisation and interoperability across agentic workflows. Meanwhile, major communications groups such as Publicis are developing their own offerings to support brands through this evolution.

In this new environment, value no longer lies solely in access to advertising inventory, but also in the ability to transform specialist data into actionable recommendations for media teams and their own AI agents.

Displayce intends to position itself within this intelligence layer. By combining its pDOOH expertise, its proprietary data ecosystem and its specialised agents, the company aims to make DOOH natively accessible within future agentic workflows. Displayce nevertheless emphasises one key point: these agents are not intended to replace media teams, but to strengthen their ability to analyse, explore, and make decisions.

"We believe that the future of AI in advertising lies in agents capable of bringing greater understanding, transparency, and intelligence to media decisions," concluded Hayssam Soueidan, CTO of Displayce.

Displayce

Displayce is a pioneering specialist technology suite for out-of-home advertising, designed to meet the needs of brands, media agencies, and media owners, globally. Through its Media Platform (DSP), Displayce connects advertisers and agencies to more...

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