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# AI shifts ad-tech’s edge from workflow automation to decisioning
- URL: https://www.medianexis.com/ai-shifts-ad-techs-edge-from-workflow-automation-to-decisioning/
- Published: 2026-11-13T17:59:37.000Z
- Updated: 2026-11-13T17:59:38.000Z
- Description: Digiday’s Ronan Shields reports that at LUMA Partners’ Digital Marketing Summit, executives including CEO Terry Kawaja argued AI is dissolving ad tech’s “workflow moat,” shifting competitive advantage toward real-time decisioning.
- Author: Medianexis Signals Desk
- Tags: Ad-tech, AI, Ronan Shields, Digiday: AI reshaping ad tech decision-making

**Why it matters.** DSPs, SSPs, agencies and retail media networks lose their old advantage from managing workflow complexity and must instead prove their decisioning improves outcomes to retain ad budgets.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Ronan Shields*](https://www.medianexis.com/tag/by-ronan-shields/) *·* [*read the original*](https://digiday.com/media-buying/ai-is-turning-ad-tech-into-a-fight-for-the-brain-behind-the-buy/?ref=medianexis.com)*.*