Las Vegas, USA – Stagwell has announced the launch of “The Machine,” which it describes as marketing’s first agentic operating system, aimed at enhancing how marketers use existing tools and data systems.
The company said The Machine was built by Code and Theory, Stagwell’s digital transformation agency, and is designed to work alongside commonly used platforms such as Figma, Slack, Microsoft Teams, Adobe, and performance dashboards. Rather than replacing current tools, the system is intended to connect fragmented workflows into a unified, AI-powered operating environment that learns and adapts over time as campaigns are executed.
According to Stagwell, The Machine uses AI agents supported by the group’s agencies, products and data to link briefs, creative assets and media plans into a single system. The company said this approach allows insights from one campaign to inform future efforts, with the goal of improving efficiency and effectiveness across marketing operations.
“The launch of The Machine, combined with our recent release of newvoices.AI and strategic partnerships with Palantir and Gradial, marks another milestone in cementing Stagwell as a leader in marketing AI,” said Mark Penn, Chairman and CEO of Stagwell. “This moment underscores Stagwell’s ability to deliver best-in-class solutions for clients and lead the industry through the AI era.”
Dan Gardner, founder and chairman of Code and Theory, said many existing marketing AI solutions require companies to overhaul their infrastructure. “Most marketing AI tools ask you to rip out your infrastructure and start over,” he said. “The Machine does the opposite. It works where you work, improves and AI enables the tools you already use, and transforms existing operations into an agentic system. That’s the shift from isolated tools to a unified operating system.”
Stagwell said Code and Theory clients are already adopting early versions of The Machine. The company plans to demonstrate the platform at CES from January 6 to 9 in Las Vegas, where it will showcase use cases across marketing organisations. These include cross-functional coordination between strategy, creative, production and media teams; AI plugins that integrate directly into existing tools; a unified system linking brand strategy, creative production and media performance; AI-assisted creative production at scale; and real-time performance tracking to support continuous optimisation.
The company said The Machine builds on Code and Theory’s previous work with enterprise clients such as Qualcomm, TIME, Stanley Black & Decker, Henry Schein and T. Rowe Price.
“Clients have been asking for a solution that connects people, content, data, and technology to truly realise the value of AI, and The Machine delivers just that,” said Michael Treff, CEO of Code and Theory. “We’ve turned marketing operations into a unified system rather than a collection of tools to enable marketers to embrace the next phase of AI transformation.”
Stagwell said The Machine is expected to be available for enterprise deployment in the first quarter of 2025.
