Deutsche Telekom and Google Cloud Scale Agentic AI
Deutsche Telekom and Google Cloud are expanding their partnership on MINDR, a telco-specific agentic AI system. MINDR deploys swarms of AI agents to monitor and optimize network quality in real-time, using a self-improving feedback loop. This large-scale deployment is being seen as a model for how autonomous, agent-driven workflows can be applied to other complex industries, including creative operations.
- The MINDR system is an evolution of Deutsche Telekom's "RAN Guardian," an AI agent built with Google's Gemini models that went live in Germany in November 2025. In its first month, it autonomously took over 100 remedial actions during high-traffic events like Christmas markets, reducing management time for such events from hours to about a minute. - Agentic AI is being adopted by 79% of companies, with two-thirds reporting that it delivers value. In advertising, these "agents" are used for tasks like autonomously optimizing ad creatives, managing campaign budgets in real-time, and generating hyper-personalized ad content based on live user behavior. - Major advertising holding companies are building proprietary AI platforms to scale creative work. WPP's "WPP Open" platform is used by 50,000 employees monthly to assist in everything from strategy to creative production and media planning. Similarly, Publicis Groupe's "Marcel" AI platform was developed to connect its global talent pool and streamline creative workflows. - A significant trend in creative is "lo-fi" or unpolished content, which can garner 40% more views than high-production counterparts. This strategy prioritizes authenticity and relatability, often using user-generated content (UGC) and behind-the-scenes footage, which can increase engagement rates by up to nine times. - The use of generative AI in marketing has surged, with 88% of marketers now using AI tools in their daily work. This has led to a 116% year-over-year increase in the deployment of generative AI across marketing activities. - By 2026, generative AI is expected to be a creative partner in video production, capable of understanding brand identity to automate the creation of everything from leadership messages to product teasers. Recent advancements in early 2026 saw AI video models like Kling 3.0 able to generate 4K video with multiple camera cuts from a single prompt and natively include synchronized audio. - In audio production, generative AI is being used to create interactive ads that can respond to voice commands like "Alexa, add-to-cart." A case study with Blueair using Amazon's Audio generator resulted in a 94% higher add-to-cart rate compared to their 2024 average. - There is a growing gap between the strategic importance of AI and executive preparedness. While 65% of Chief Marketing Officers (CMOs) expect AI to dramatically change marketing within two years, a Gartner survey found that only 15% of CEOs believe their marketing leaders are currently AI-savvy.
