LiveRamp has unveiled agentic AI upgrades that empower specialized AI agents to autonomously handle audience building, campaign measurement and media optimization. These agents operate within customers' AI policies and harness the LiveRamp platform to replace fragmented manual workflows with intelligent, governed executions.

The initial rollout includes Newton Research and SemantIQ agents, enabling marketers to unlock instant measurement insights via natural language queries and activate specialized healthcare provider audiences from the LiveRamp Clean Room. More partnerships are planned to extend agentic coverage across planning, segmentation and media optimization.

New platform tools support enhanced lookalike modeling across first-, second- and third-party data, allowing precise audience expansion, and apply a single identity-powered control group for consistent cross-channel performance testing. These capabilities accelerate experimentation and deliver rapid, scalable optimization.

By integrating these agent-driven features, marketers can drive faster campaign performance improvements while maintaining data security and privacy. The updates aim to boost adoption of AI-driven marketing, potentially enhancing client retention and positioning LiveRamp for accelerated growth.