Stagwell unveils The Machine AI offering for marketers

Stagwell has introduced an artificial intelligence-based marketing platform called The Machine, which it describes as an "agentic operating system" that sits across existing tools and workflows rather than replacing them.

The platform has been developed by Code and Theory, Stagwell's digital transformation agency. It is designed as an overlay across common software used by marketing teams, including design platform Figma, workplace messaging services Slack and Teams, Adobe's creative tools and existing performance dashboards.

The Machine connects these tools through a network of AI agents that link briefs, creative assets and media plans. It logs outputs from campaigns and feeds them back into the system so that each new campaign draws on performance data from past activity.

Stagwell positions the launch alongside its wider push into AI-driven marketing services. The group has recently launched newvoices.AI and formed partnerships with data specialist Palantir and AI workflow company Gradial.

"The launch of The Machine, combined with our recent release of newvoices.AI and strategic partnerships with Palantir and Gradial, marks another milestone in cementing Stagwell as a leader in marketing AI," said Mark Penn, Chairman and CEO of Stagwell. "This moment underscores Stagwell's ability to deliver best-in-class solutions for clients and lead the industry through the AI era."

The Machine operates as a coordination layer on top of existing marketing stacks. Stagwell says it turns disconnected workflows into a unified system, with Code and Theory's staff and other Stagwell agencies feeding data and use cases into the platform.

The system uses AI agents that sit inside day-to-day tools through what Code and Theory calls "Mini-Machine" plug-ins. These are designed for use inside software that marketers already open during their normal work, which reduces the need to switch between separate applications.

Dan Gardner, Founder and Chairman of Code and Theory, said the intent is to avoid full technology replacement. "Most marketing AI tools ask you to rip out your infrastructure and start over," said Dan Gardner, Founder and Chairman of Code and Theory. "The Machine does the opposite. It works where you work, improves and AI enables the tools you already use, and transforms existing operations into an agentic system. That's the shift from isolated tools to a unified operating system."

Stagwell says the platform supports cross-functional work by linking strategy, creative, production and media planning. It routes information between teams from a shared intelligence base rather than a set of siloed handovers.

The company describes this shared layer as a "unified strategic spine". The Machine connects brand strategy documents, creative production workflows and media performance data into a single reference point. Each new campaign then starts from that common data layer and builds on earlier results.

Stagwell says the system also supports creative content production at higher volumes through AI-assisted workflows while preserving brand rules. It tracks performance in real time and links those signals back into creative and strategic decisions. That creates a closed loop between planning, execution and optimisation.

Client adoption

Code and Theory says clients are already using an early model of The Machine. The agency works with enterprise customers such as Qualcomm, TIME, Stanley Black & Decker, Henry Schein and T. Rowe Price on marketing operations and digital transformation projects.

The Machine is described as a culmination of this work with large organisations. Code and Theory has focused on redesigning marketing operations and aligning data, technology and creative processes at these clients.

The agency has reported an active year of industry recognition. It received 11 awards in 2024 from outlets and industry bodies including Fast Company, Adweek, Ad Age, the Association of National Advertisers, Digiday, Campaign and the Shorty Awards.

Michael Treff, CEO of Code and Theory, said demand has come from marketers seeking more integrated use of AI. "Clients have been asking for a solution that connects people, content, data, and technology to truly realize the value of AI, and The Machine delivers just that," said Michael Treff, CEO of Code and Theory. "We've turned marketing operations into a unified system rather than a collection of tools to enable marketers to embrace the next phase of AI transformation."

Code and Theory plans to show demonstrations of The Machine at CES. Stagwell intends to make the platform available for enterprise deployment in Q1 2025.