How we turned LG Ad Solutions into an agentic company
The platform that delivers ads to more than 216 million Smart TVs went from designing 10 ads a day to over 1,000, and from waiting 3 days for a report to getting it in 2 seconds. Today more than 29 AI agents run its entire business. We built the platform that made it possible.
ad designs per day
per campaign report
growth without adding operational staff
AI agents in production
LG Ad Solutions is the advertising platform that delivers ads to the smart TVs of millions of homes around the world.
Its clients (Disney+, Hulu, Warner Bros Discovery, Amazon Prime Video, Apple TV and dozens of global agencies) invest billions to get their ads on screen and to drive user engagement.
LG Smart TVs in the United States
LG Smart TVs worldwide
countries reached
LG Ad Solutions was growing faster than its operations could sustain.
Its main challenges were the following:
Agentiv
We built Agentiv, a complete agentic automation platform, with more than 30 agents that automate tasks.
The two pillars of Agentiv
Penguiflow
Coordinates the AI agents.
It makes all the agents work reliably and in an orderly way. If something fails, it recovers on its own.
- LG Ad Solutions no longer builds each agent from scratch.
- It no longer fixes failures by hand, one by one.
We released it as open-source software and today it's used by thousands of teams worldwide. It's in the top 25% of its category by adoption: what we built for LG works at scale.
Iceberg
Provides memory and privacy.
It lets agents remember the context from one conversation to the next, securely.
- Each client only accesses their own information.
- LG Ad Solutions logs who accessed what and when, and can export/delete a client's data on request (as required by law).
- Agents share useful learnings without exposing private info.
Agents learn and improve with every interaction, and clients trust that their data is protected. All with no legal risk or operational complexity.
Agentiv gives us a unified platform to develop and deploy agents across multiple business functions, helping us simplify internal processes.
What Agentiv includes
More than 29 agents in production: some serve clients, others run the business from the inside.
For clientsDisney, Hulu, Apple TV and more
ACR Agent
Clients can ask it questions to see whether the money they're spending on ads is paying off. For example: “What was my CTR in LATAM?”. The agent pulls data, generates charts and explains in detail.
From 2-3 days waiting on IT → 2 seconds, self-service.
Media Planning Agent
Clients can project how much they'd earn based on how much they spend on ads. It automatically projects ROI, reach and conversions from historical data.
More likely to invest in ads
Campaign Performance Agent
It watches live campaigns. If performance drops, it automatically alerts the client. It also adjusts targeting and pauses poor placements automatically.
Less money wasted, more conversions saved.
For internal operationsthe LG Ads business, from the inside
Hermes
It takes a brief and automatically generates 50-200 variants, adapted by device (55", 65", 75"), region (LATAM, EMEA, APAC) and audience, validated against brand guidelines.
From 2-4 h/banner → 5 min/banner (100× capacity).
Mosaic Agent
It automates the full cycle: setup, QA, monitoring and optimization. It catches errors before launch.
Zero human errors, scales without friction.
Reporting Agent
The team asks in Slack (“ROI of campaign X?”). It runs queries, generates charts and explains in 2 seconds.
IT freed up 25%, now on strategic projects.
Finance Agent
It manages the budget in real time, alerts if it's exceeded and suggests where there's an opportunity to spend more.
Perfect budget control, money optimized.
HR Assistant
The employee asks (“what's the vacation policy?”) and gets an immediate answer, without waiting on HR.
HR freed from repetitive questions.
+ 20 more agents
Across Data Science, Sales, Tech, Creative and Operations, each solving a specific bottleneck in the operation.
Step by step, with small teams
We built Agentiv in layers, each one with a small, focused team.
Penguiflow
Iceberg
The platform
The 29+ agents
Many agents, working together, automatically
Let's take a concrete case: launching a campaign for Disney. What used to be a manual, weeks-long process, Agentiv now orchestrates on its own, with each agent handling its part in parallel.
The agentic transformation, in numbers
| Metric | Before | After |
|---|---|---|
| Design an ad | 2-4 hours | 5 minutes |
| Create a report | 2-3 days | 2 seconds |
| Launch a campaign | 2-3 weeks | 3-5 days |
| Marketing operations | 60% of the time | 20% of the time |
| IT on reporting | 30% of the time | 5% of the time |
| Productive agents | 0 | 29+ |
More about Agentiv
Agentiv's launch was covered by the industry as a new standard in agentic advertising.
What if your operation ran on agents?
We did it for LG Ad Solutions: 29 agents in production, 2.5× growth without adding headcount. We can do it for you too.
