What does it take to deploy AI agents safely in advertising?
In this special edition of AI Insiders, David Berkowitz sits down with Eric Picard, Senior Vice President of Product at Fluency, for an in-depth discussion on agentic advertising and the technologies shaping the future of marketing operations.
Eric explores how AI agents powered by large language models are being integrated into advertising workflows, the emergence of MCP servers and agent-to-agent protocols, and why governance is becoming one of the most important challenges in AI adoption.
The session also features a live demonstration from Harleen Bhatti Dhanota of Fluency, showcasing the company’s Blueprints framework, which combines deterministic business rules with AI-powered automation to create scalable, auditable campaign management processes.
Topics covered include:
• What agentic advertising means and why it matters
• MCP servers and agent-to-agent communication
• The differences between AdCP and AMP
• Deterministic versus probabilistic decision-making
• Why LLMs need governance and guardrails
• Human oversight in AI-powered campaign management
• Fluency’s Blueprints framework for scalable automation
• Compliance, auditability, and operational risk
• When organizations should build versus buy agentic capabilities
Eric also shares his perspective as one of the architects behind the AdCP governance specification and discusses how standards are evolving across the advertising ecosystem.
Featured Speakers:
Eric Picard, Senior Vice President of Product, Fluency
Harleen Bhatti Dhanota, Fluency
For marketers, agencies, and technology leaders exploring AI-powered operations, this conversation offers a practical look at how agentic systems are being deployed today and where the industry is heading next.