In this session, we will explore what Model Context Protocol means for Amazon Ads and how it changes what advertisers, agencies and technology teams can build. Through practical workflow patterns, we will show how agents can investigate performance, develop recommendations, prepare campaign changes and execute approved actions across markets.

The session will also examine the harder questions: where agents add genuine value, where deterministic automation remains better, how much autonomy to permit and what controls must be in place. Attendees will leave with a framework they can apply using Amazon's capabilities, an internal technology stack or their preferred partners.