smartclip, M6 collaborate on agentic AI for digital audio ads
October 15, 2026



smartclip, RTL Group’s adtech business, is advancing agentic advertising with a new Sidekicks-powered use case developed with M6 Unlimited, the advertising sales house of M6 Group. The collaboration demonstrates how agentic AI can simplify the buying and selling of digital audio inventory by directly transforming a buyer’s brief into a tailored advertising product and actionable campaign workflow.

The project builds on M6 Unlimited’s adoption of smartclip’s smartx technology earlier in the year for the monetisation of its digital audio inventory across RTL, RTL2, and Fun Radio, and marks the next step in the companies’ joint development of agentic advertising technology.


Using Sidekicks, smartclip’s agentic AI technology, a buyer can describe campaign requirements in natural language, including audience, budget, KPIs, and other parameters. The technology interprets the brief against M6 Unlimited’s available audio inventory, identifying relevant pre-curated products or dynamically creating a tailored advertising product to match the buyer’s objectives. The workflow can then support subsequent steps including pricing validation, campaign booking, and reporting, with forecasting capabilities planned as part of the future roadmap.

“Agentic AI has the potential to fundamentally simplify how media is bought and sold,” said Thomas Servatius, Co-CEO, smartclip. “With Sidekicks, we are creating an intelligent layer between buyer intent and media inventory. Our work with M6 Unlimited demonstrates this in a tangible way: a brief can become a tailored media product through conversation, while the media owner remains fully in control.”

“Together with smartclip, we are exploring how agentic AI can make our premium audio inventory easier for buyers to access,” said Tristan Lemoîne, Deputy Managing Director, M6 Unlimited. “This first use case demonstrates how we can reduce operational complexity while preserving the value of our media and the expertise of our teams.”

The M6 Unlimited use case is an important step in smartclip’s broader vision for agentic advertising, where AI agents support media discovery, product creation, campaign operations, and reporting, with human oversight at key strategic and commercial decision points.

Looking ahead to 2027, the companies plan to explore further stages of agentic media buying, from pre-booking capabilities for smaller agencies to direct agent-to-agent communication via AdCP with major agency networks. This would enable buyer and seller agents to interact directly around campaign requirements and relevant media opportunities, moving from today’s human-to-agent workflows towards a more connected agentic advertising ecosystem.