A research programme,
mapped out in stages.
We publish each stage when it completes and never rewrite it, so you can see how the evidence builds. New AI models join the buy-side study as they are released.
| Study | Status | The question | When |
|---|---|---|---|
| Buy-side, Stage 1 | Published | Can an AI agent complete a media buy? 96 attempts, 8 models. | Sep 2026 |
| Buy-side, Stage 2 | Published · latest | Can it meet every requirement in the brief? 144 attempts, 8 models. | Oct 2026 |
| New models | Ongoing | How do new frontier models compare? Added as they are released. | Ongoing |
| Sell-side | Done | Can an AI seller sell on the publisher’s terms? | Now |
| Agent-to-agent | In progress | What happens when both sides are AI? | Next |
| Controlled tests | Planned | Which settings change the outcome? | Later |
| Human baseline | Planned | How do experienced traders do on the same briefs? | Later |
Put your agent to the test
Bring your brief and your agent. We will run them through the same controlled market and show you where it delivers and where it breaks. Or help shape the next study and put your name to the findings.