Butler/Till and iHeartMedia (Nasdaq: IHRT) have completed what they describe as the first streaming audio media campaign executed through an AI-powered agentic media buying workflow, according to a press release from the companies.

The campaign was launched on behalf of an unnamed U.S. agricultural solutions company. Rather than following predefined automated workflows, the agentic system evaluated campaign objectives and executed media buying decisions within human-defined rules and oversight.

The campaign reported a 42% improvement in streaming audio cost efficiency compared to the advertiser's traditional direct buying benchmark. In podcasting, 48% of impressions were delivered in non-skippable mid-roll placements, compared with 33% in the traditional plan.

iHeartMedia said it plans to extend agentic buying to broadcast radio inventory later this year. The company also recently launched AudioGraph, a targeting and measurement capability designed to bring digital-style planning and attribution to broadcast radio.

"Agentic media is the next evolution," said Scott Ensign, Chief Strategy Officer at Butler/Till. "This campaign demonstrates that AI can execute media buying within human-defined strategy and governance, creating a faster, smarter marketplace for advertisers and publishers alike."

Lisa Coffey, Chief Business Officer for iHeartMedia, said the collaboration "represents an important step forward in how advertisers access and activate premium audio inventory."

The initial campaign covered streaming audio, with both companies indicating interest in expanding AI-enabled transactions to additional inventory types over time.