At the Cannes Lions 2026 festival, digital out-of-home platform Displayce unveiled a suite of AI agents operable via the MCP protocol (Model Context Protocol), the same standard used by assistants such as ChatGPT or Claude. The company is launching a new category, Agentic DOOH: specialised agents now step directly into media decisions, from the initial brief through to post-campaign analysis.
1. Three agents to structure the media decision
The first agent turns a brief written in plain language into an activable media plan: screen selection, budget, positioning, in minutes rather than several days, work that is still largely manual today. The second builds a sales presentation ready to defend in a meeting. The third analyses campaign performance and writes a narrative report, work that used to be done by hand.
2. DOOH enters agentic environments
By opening its platform via MCP, Displayce lets agencies query its audience, mobility and inventory data directly from ChatGPT or Claude, without switching tools. The shift goes beyond one player: in 2026, IAB Tech Lab launched the Agentic Advertising Management Protocol (AAMP), an initiative meant to standardise how AI agents are used across advertising workflows. Gartner expects 60% of brands to be using agentic AI systems by 2028.
3. What this changes for Belgian businesses
Historically, digital out-of-home entered media plans late, often after the main budget decisions, and stayed reserved for large organisations with a dedicated media team. By making it accessible from the brief stage, with a recommendation generated in minutes, this shift lowers the entry barrier: a Belgian SME can now consider testing digital screens (shopping centres, transport, retail media) alongside a Meta or Google campaign, without tying up days of media expertise.
The AI lens, humans first
Displayce is clear on this point: these agents do not replace media teams, they strengthen their capacity to analyse and decide. That is exactly our approach at Vistalaro. An AI agent can sort an inventory, draft a first media plan, or write a performance report in minutes. But choosing the right mix between out-of-home, social and search, weighing a budget, or interpreting what those numbers mean for your business, remains an expert's job. AI executes. Expertise decides, and watches.
This week
If your company invests in digital out-of-home, or is considering testing it, ask your agency how it already integrates, or not, these agentic tools when preparing your media plans. Time saved should never come at the expense of control over budget decisions.
At Vistalaro, AI automation (Vistalaro Build) speeds up the preparation of campaigns run by our experts (Vistalaro Reach) across the main advertising channels, from social ads to digital out-of-home. The agent proposes, the expert decides.
Is your advertising strategy ready for these new tools?
Let's look together at how to structure your campaigns, with or without AI agents, based on what actually serves your business.
Let's talk- Digimedia, Displayce inaugure son offre Agentic DOOH: a suite of agents available via MCP (9 July 2026)
- ExchangeWire, Displayce Launches its Agentic DOOH Offering: A Suite of Agents Available via MCP (29 June 2026)
- ExchangeWire, Cannes Lions 2026: Agentic AI is Moving Closer to the Media Decision (20 July 2026)