smartclip and M6 Unlimited develop AI workflow for audio advertising
October 15, 2026 11.29 Europe/London By Julian Clover


RTL Group’s adtech business smartclip has developed an AI-powered advertising workflow with M6 Unlimited that turns natural-language campaign briefs into tailored digital audio products.

The project uses smartclip’s Sidekicks technology to interpret requirements including audience, budget and campaign performance targets against inventory available through M6 Group’s advertising sales house.

The system can identify an existing advertising product or create a tailored offering. The workflow can also support pricing validation, campaign booking and reporting, with forecasting planned for a later stage.

The collaboration builds on M6 Unlimited’s adoption of smartclip’s smartx platform earlier this year to monetise digital audio inventory across RTL, RTL2 and Fun Radio.

“With Sidekicks, we are creating an intelligent layer between buyer intent and media inventory,” said Thomas Servatius, Co-CEO of smartclip. He said the technology allows a brief to become a tailored media product through conversation while the media owner retains control.

The companies said human oversight would remain at key strategic and commercial decision points.

During 2027, they plan to explore pre-booking capabilities for smaller agencies and direct communication between buyer and seller AI agents through AdCP, working with major agency networks.

Those developments would extend the current workflow, in which people interact with an AI agent, towards agents exchanging campaign requirements and media opportunities directly.