ACx in the Wild.
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Four demand patterns
The structural signals forward-thinking brands share, in their own words.
Consumer · CPG
"100+ brands, hundreds of SKUs, dozens of markets. Our teams produce content at a fraction of the speed the business demands."
Pattern: content velocity outpaces human capacity. The demand is an agentic production engine that operates at the brand's publishing speed, not its staffing capacity.
Consumer · Retail
"Every customer expects a personalized experience. We can only approximate it at the category level."
Pattern: segment-level personalization is a ceiling the customer can feel. The demand is 1:1 relevance without multiplying cost, production or approval cycles.
Entertainment · Sports
"The monetizable window for live sports content closes in minutes. Our teams cannot keep up."
Pattern: cultural moments are priced in minutes. The demand is a moment-based production engine that turns every live beat into owned media before the conversation moves on.
Entertainment · Media
"Subscriber acquisition costs are rising while retention falls. The algorithm drives more value for the platform than it does for us."
Pattern: platforms have priced out publisher economics. The demand is personalization and discovery on owned properties, powered by the publisher's own data.
Entertainment Arena
Sports & Media verticals.
Sports is the leading edge of ACx. No sector combines the volume, velocity and emotional intensity of content demand that a major sports property manages every single day. A franchise is a real-time media operation serving millions of fans across dozens of markets, languages and platforms, simultaneously, continuously, with brand stakes attached to every output.
Media faces its own version of the same problem. Streaming has atomized audience attention and multiplied content surface area while compressing the window in which content is relevant. Subscriber acquisition costs are rising while retention rates fall. The algorithm drives more value for the platform than it does for the publisher.
Entertainment · Sports
Sports vertical
• Moment-based content packages published in real time — every live event becomes owned media before the conversation moves on.
• Localized, segment-specific fan content generated simultaneously across languages, markets and platforms from a single brief.
• Shared compliance infrastructure embedding sponsorship, IP and platform requirements at the point of creation.
• Fan data activation on owned platforms, reducing dependency on social algorithms and increasing direct monetization.
• League-level production infrastructure eliminating redundant build costs across franchises.
Entertainment · Media
Media vertical
• Personalized viewer experiences calibrated by engagement and viewership data, not platform assumptions.
• Creative production cycle compressed from days to hours — editorial teams respond to what is happening now, not last week.
• Content variants for audience segments and platform formats generated at programming schedule speed.
• Predictive content recommendations and personalized discovery powered by subscriber behavior, reducing churn on owned properties.
• AI production capability deployed in 30 days on existing systems, no AI expertise required from the editorial team to start.
Consumer Arena
Retail & CPG verticals.
The Consumer arena is navigating a structural shift that AI has accelerated past the point of comfortable adjustment. Retail media has grown into a $140 billion global market, eating trade budgets and demanding optimization speed that manual management cannot deliver.
CPG brands are spending more to reach consumers they do not own, on platforms they do not control, using first-party data that depreciates every year they fail to activate it. SKU proliferation and seasonal velocity have outpaced what any content team can manage manually.
Consumer · Retail
Retail vertical
• Category, segment and channel-specific content variants from a single brief — one-size-fits-all creative replaced without multiplying production costs.
• Production-ready content keeping pace with SKU changes, promotions and seasonal peaks without adding headcount.
• First-party transaction data connected to media activation — every dollar traceable to a measurable outcome on channels you control.
• Brand, legal and promotional rules enforced at creation, reducing review cycles and compliance exposure.
• Retail media optimization across Walmart Connect, Amazon Ads and Target Roundel with creative intelligence.
Consumer · CPG
CPG vertical
• On-brand content at scale across every product, market and channel — brief to finished in hours, not weeks.
• Individualized brand experiences across every segment, channel and touchpoint connected to first-party data.
• Compliance requirements embedded at generation, not as a downstream check — every asset market-ready before it ships.
• Shopper insights and household-level personalization activated across owned, retailer and DTC channels — the first-party data CPG brands historically lacked.
• Agentic commerce for DTC brands from discovery through post-purchase.
The pattern across both arenas is identical. Organizations actively investing in ACx are pulling ahead of those still evaluating it, not incrementally, but structurally. The first-party data advantage that ACx builds compounds over time. An organization twelve months further into its ACx journey has twelve months of competitive distance that a later entrant has to close from behind.