At Marketecture Live, David Dworin, Chief Product Officer, FreeWheel, with Mike Treon, Head of CTV Strategy, PMG, shares how AI and agentic workflows are reshaping marketing and media operations. From accelerating campaign execution to enabling real-time decision making, David dives into how AI is unlocking speed, scale, and creativity across programmatic ecosystems.

This conversation highlights how building with AI is not just about efficiency, but about fundamentally improving marketing performance.

Takeaways

• AI agents dramatically increase workflow speed and campaign output

• Automation removes friction from reporting and analysis processes

• Custom workflows can now be built rapidly outside traditional development cycles

• Clean, connected data is critical for AI-driven decision making

• Marketers are shifting toward becoming technology-enabled operators

• AI enables deeper campaign optimization through micro segmentation

• Capturing institutional knowledge allows repeatable and scalable execution

Chapters

00:10 Introduction to David Dworin and AI in marketing

01:04 AI and agents enter the spotlight in media workflows

02:19 Faster development and collaboration with AI tools

02:35 Rapid prototyping and idea validation with AI

03:24 Transforming CTV campaign management with automation

04:50 AI agents handling daily campaign analysis tasks

05:53 Automating workflows to unlock productivity gains

06:35 The role of Alley and structured data in AI readiness

09:07 Balancing scalable products with rapid experimentation

10:37 Rise of vibe coding and agentic engineering

12:01 Alley Labs and democratizing internal innovation

14:06 Built-in vs built-on AI product strategy

15:17 The future of programmatic flexibility and APIs

16:36 Empowering marketers to build with AI

18:32 Importance of documenting workflows for AI success

20:04 AI infrastructure, APIs, and customization at FreeWheel

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