AdTech 3.0: Online Advertising in the Age of LLMs and Agentic AI

Large language models and agentic AI are rapidly reshaping online advertising, raising new opportunities and risks for companies, consumers and regulators. This session will bring together an international expert panel to explore how these technologies are being built into advertising products today and what drives their adoption. Drawing on insights from the ICO’s recently-published research (September 2026), the session will examine emerging use cases across conversational advertising, retail media networks, optimization agents and walled gardens. It will highlight evolving risks, including opaque data flows, unclear roles, special category inference and agents acting beyond intended purpose, and showcases different tools and standards' efforts supporting responsible, privacy‑preserving innovation.

What you will learn:

• How LLMs and agentic AI are currently being integrated into advertising products from multiple perspectives. 
• How regulators may examine LLM and agentic AI adoption going forward, and what is expected from companies in order to adopt LLM-drive AdTech responsibly.