Publicis Media's Starcom London team is claiming to be the "first U.K. agency to develop and implement an automated media booking bot."
The bot, dubbed ABACUS -- for "automated bot for amendments to campaigns and uploads" -- utilizes intelligent automation known as "robotic process automation" to process and verify key campaign details overnight in order to ensure media buys run as scheduled and according to plan.
Starcom described it as milestone and says it is testing it as part of a "pilot initiative," implying that other Publicis Media agencies might also eventually utilize it.
In a statement, the agency said the bot was "built in-house" in order to verify media plan data and upload it to media booking platforms and traffic it to ad servers and media vendors.
The agency claims the bot has "improved booking speed and accuracy by up to 50%," and projects it will save "thousands" of manual labor hours each year.
“Automation is a key part of our new intelligence-driven strategy," Starcom CEO Nadine Young said in a statement announcing it. "ABACUS allows us to liberate our teams from the more repetitive administrative tasks and unleash further opportunity to focus on more strategic and creative growth opportunities for our clients."