LiveRamp launches program to bulk up library of partner-built AI agents

As marketers increasingly look to agentic artificial intelligence to help plan, measure and execute campaigns, LiveRamp is making more of the high-tech tools available to clients. 

The data platform—which recently inked a $2.2 billion deal to be acquired by Publicis Groupe—this week unveiled LiveRamp Agent Builders (LAB). Through the program, software developer partners will be able to add their AI agents to LiveRamp’s network, where they’ll all be available for integration into marketers’ new or existing workflows. 

The pilot phase of LAB centers on four founding partners, including SemantIQ, with its natural language AI tools aimed at deriving HCP audience insights from de-identified claims data. Other initial partners include Newton Research, Akkio and Datalinx. 

Following the pilot, the LAB program will expand to a limited release, according to LiveRamp’s Wednesday announcement, which will allow more marketers and agentic builders to take part. 

LiveRamp said the program is meant to make it even easier for marketers to access AI-powered analytics tools, just a few months after the company opened up its Data Marketplace to include licensable access to third-party AI models and data for training AI, with all interactions “authenticated, purpose-bound, and auditable,” it said at the time. 

solli’s Final Thoughts 

As AI adoption has moved slowly and then all at once in pharma media, marketers are now rapidly making the shift from assistive algorithms to hands-on agents. A library of trusted partner-built agents like LiveRamp’s could undoubtedly make the vetting and deployment process much simpler for marketers looking to add agentic AI into the platforms and systems they’re already using. 

Still, the ultimate success of any AI agent in pharma media will always come down to data security and regulatory compliance. Most important in the decision to deploy a new analytics tool are questions about its identity governance, auditability and compatibility with MLR processes—regardless of how quickly and easily it may slot into workflows.