Digital advertising has reached a breaking point. Campaigns are spread across platforms, teams are buried in dashboards, and scaling performance often means scaling headcount. Fluency believes the answer isn’t more tools. It knows that it’s AI agents that can operate advertising systems autonomously.

Founded in 2017, Fluency positions itself as a digital advertising operating system. Its platform unifies campaign creation, optimisation, budgeting, and reporting across major ad channels such as Meta, Google, TikTok, and programmatic inventory. Instead of managing each platform separately, advertisers can run everything from a single system designed for scale.

The company recently raised $40 million in Series A funding, which it plans to use to accelerate its shift toward agentic AI, in the form of software agents that don’t just make recommendations, but take action within defined parameters. In practical terms, that means AI agents that can adjust bids, reallocate budgets, test creative variations, analyse performance, and optimise campaigns in real time without constant human input.

Fluency’s approach goes beyond traditional automation. Rather than simply speeding up repetitive tasks, its AI agents are designed to understand campaign objectives and execute against them continuously. The goal is to move advertising teams away from manual execution and toward higher-value strategy and creative work.

This model is particularly attractive for agencies and large brands managing high volumes of campaigns. By handling the operational complexity in the background, Fluency aims to let teams scale spend and performance without scaling workload at the same rate.

A persistent challenge in modern paid media.

Looking ahead, Fluency sees autonomous agents becoming a core layer of advertising infrastructure. As platforms, formats, and data sources continue to multiply, the ability for AI to coordinate and execute across channels may become less of a competitive advantage and more of a necessity.

If that vision plays out, digital advertising won’t just be optimised by AI. It will increasingly be run by it, with humans setting direction while intelligent systems handle execution.