LiveRamp introduces agentic AI tools for marketing automation

LiveRamp launched three artificial intelligence capabilities on October 1, 2025, introducing agentic orchestration that enables autonomous AI agents to access the platform's identity resolution, segmentation, activation, measurement, clean rooms, and partner network. The announcement positions LiveRamp as the first data collaboration platform to provide AI agents with governed access to its complete suite of marketing tools.

The agentic orchestration system allows marketers to connect their own agents or partner agents through APIs. According to Matt Karasick, head of product at LiveRamp, "AI agents are only as smart as the data they can access, and LiveRamp is uniquely positioned to fuel them with superior signals at the right time to personalize in new ways." The platform's governance framework maintains enterprise-level security controls while enabling autonomous agent operation across the marketing lifecycle.

These agent systems can access LiveRamp's network of 900 partners through controlled interfaces. The platform consolidates trillions of signals from its data collaboration network to support multi-agent workflows. Customers will access these AI capabilities in accordance with their organization's AI policies, ensuring alignment with internal governance requirements.

LiveRamp introduced AI-Powered Segmentation on October 1, enabling marketers to create audience segments using natural language prompts. The feature processes first-party, second-party, and third-party data sources to generate precise segments. Marketers can explore, build, and activate segments within minutes through conversational interfaces, eliminating the technical expertise traditionally required for complex audience segmentation tasks.

The Data Marketplace received AI-Powered Search capabilities that surface high-value segments through natural language queries. The new interface accelerates discovery of third-party audiences, reducing the time required for marketers to identify relevant data segments for campaign activation.

LiveRamp's agentic capabilities arrive as marketing organizations face mounting pressure to automate complex workflows. McKinsey data from July 2025 indicates $1.1 billion in equity investment flowed into agentic AI in 2024, with job postings related to this technology increasing 985 percent from 2023 to 2024. The consulting firm's Technology Trends Outlook 2025 identifies agentic AI as artificial intelligence systems capable of autonomous planning and execution that represent a shift from chatbot interactions to virtual coworkers managing complex workflows independently.

The technical architecture underlying LiveRamp's agentic orchestration connects autonomous systems to identity resolution, segmentation, activation, and measurement tools. This differs from traditional marketing automation by enabling agents to plan multi-step workflows, make decisions based on real-time data, and execute campaigns without constant human intervention. The platform's interoperability framework supports agents from multiple vendors, addressing the growing enterprise need for coordinated AI systems across disparate marketing technology stacks.

Partner integrations demonstrate market interest in the agentic approach. Evan Hills, Chief Commercial Officer at Dstillery, stated that "enhancing the use of third-party data with AI unlocks even more value for marketers at the frontier of AI." Michael Gorman, Chief Product Officer at Predactiv, noted that "LiveRamp's AI investments continue to accelerate marketers' ability to tap the best solutions from across the ecosystem."

Adobe announced similar capabilities on September 10, 2025, introducing the Experience Platform Agent Orchestrator for businesses to manage agents across Adobe and third-party ecosystems. Amazon launched agentic AI capabilities on September 17, 2025, transforming marketplace management from passive assistance to active business partnership through systems that monitor accounts, optimize inventory, and manage advertising campaigns autonomously.

The natural language segmentation capability addresses long-standing technical barriers in audience creation. Traditional segmentation requires marketers to understand complex data schemas, query languages, or platform-specific interfaces. The AI-powered approach accepts conversational prompts and translates them into technical specifications for segment creation across multiple data sources.

Data Marketplace enhancements target discovery challenges in third-party data procurement. The marketplace connects data sellers with buyers across hundreds of marketing platforms and publishers. During the quarter ended June 30, 2025, LiveRamp's Data Marketplace generated $35 million in revenue, representing a 9% year-over-year increase, according to the company's fiscal first quarter 2026 results.

LiveRamp added over 25 partner integrations alongside the AI capabilities announcement, including Netflix. The expansion increases activation destinations available for agentic workflows and broadens the data sources accessible through AI-powered segmentation tools.

The platform's identity infrastructure centers on RampID, a pseudonymous identifier that facilitates cross-platform marketing campaigns while maintaining privacy controls. LiveRamp processes customer data through these identifiers, enabling marketers to connect first-party and third-party data with advertising platforms. The company integrated RampID with Amazon Marketing Cloud in February 2024 for measurement and audience activation on Amazon DSP.

Industry analysis suggests agentic AI could fundamentally alter programmatic advertising infrastructure. A July 21, 2025 assessment by Ari Paparo, founder and CEO of Marketecture Media, argued that autonomous AI systems could automate campaign setup, targeting, and optimization functions currently handled by demand-side platforms. The modern DSP represents "one of the most complex categories of software ever invented," according to Paparo, but technological shifts threaten this established model through AI-driven alternatives.

Implementation challenges persist despite growing investment. Gartner predicted on June 25, 2025 that over 40% of agentic AI projects will be canceled by the end of 2027 due to escalating costs, unclear business value, and inadequate risk controls. The research firm's January 2025 poll of 3,412 webinar attendees revealed uneven investment patterns, with 19% reporting significant investments in agentic systems while 42% made conservative investments.

LiveRamp's agentic orchestration addresses standardization needs identified across the industry. The platform supports standardized AI use cases for orchestration as LiveRamp participates in ecosystem forums advancing AI standards. This interoperability focus contrasts with closed approaches that restrict agent access to proprietary ecosystems.

Google Cloud survey results from April 18, 2025 showed 88% of early adopter organizations implementing AI agents reported positive return on investment across multiple business applications. The comprehensive survey examined 3,466 senior business leaders from global enterprises generating more than $10 million annual revenue. Marketing automation capabilities demonstrated substantial advancement through AI agent implementation, with content creation speeds increasing by 46% and content editing efficiency improving by 32%.

LiveRamp operates from San Francisco headquarters with worldwide offices. The company trades on the New York Stock Exchange under the symbol RAMP. The October 1 announcement builds on previous AI investments, including Media Intelligence Tools launched in November 2024 to streamline cross-platform campaign analysis through standardized measurement capabilities.

The platform's Clean Room infrastructure supports partner integration protocols while maintaining security controls and compliance mechanisms. This technical foundation enables comprehensive campaign analysis across multiple media platforms while processing data from diverse sources through standardized measurement methodologies.

For the marketing community, LiveRamp's agentic capabilities represent a technical shift from manual workflow configuration to autonomous agent operation. The platform's governance framework addresses enterprise concerns about AI system reliability and control, while the multi-agent orchestration model acknowledges that organizations will deploy specialized agents for different functions rather than relying on single, monolithic AI systems.

Timeline

• November 18, 2024: LiveRamp launches Media Intelligence Tools to streamline cross-platform campaign analysis
• February 2024: LiveRamp announces integrations with Amazon Ads for RampID access to Amazon Marketing Cloud
• July 27, 2025: McKinsey identifies AI agents reshaping advertising landscape with $1.1 billion in equity investment in 2024
• August 6, 2025: LiveRamp reports Q1 fiscal 2026 revenue growth of 10.7% reaching $194.8 million
• September 10, 2025: Adobe launches AI agents for business customer experience through Experience Platform Agent Orchestrator
• September 17, 2025: Amazon introduces agentic AI across seller platform transforming marketplace management
• October 1, 2025: LiveRamp debuts agentic AI capabilities including orchestration, AI-powered segmentation, and AI-powered search

Summary

Who: LiveRamp Holdings Inc., a San Francisco-based data collaboration platform company trading on the New York Stock Exchange under symbol RAMP, announced the capabilities through Matt Karasick, head of product.

What: LiveRamp introduced three AI capabilities: agentic orchestration enabling autonomous AI agents to access identity, segmentation, activation, measurement, clean rooms, and 900 partner connections through APIs; AI-Powered Segmentation allowing natural language audience creation across first-party, second-party, and third-party data; and AI-Powered Search for the Data Marketplace to discover third-party audiences through natural language queries.

When: The announcement occurred on October 1, 2025, with customers able to access the capabilities in accordance with their organization's AI policies.

Where: The platform operates from LiveRamp's San Francisco headquarters with worldwide availability through its global data collaboration network spanning over 900 partners across multiple countries.

Why: The capabilities address the growing enterprise demand for autonomous marketing systems that can plan and execute complex workflows without constant human supervision, responding to the $1.1 billion in equity investment that flowed into agentic AI in 2024 and the 985% increase in related job postings, while maintaining enterprise-grade governance and security controls that organizations require for AI system deployment.