The race to make advertising intelligence more accessible just got a major boost. Guideline, a leading provider of media intelligence and planning software, has launched the Guideline AI Agent—a conversational interface designed to make ad spend and pricing insights as easy to retrieve as asking a question.

This new capability is embedded directly within Guideline’s customer-facing platform, enabling users to type natural language queries and instantly receive precise responses—whether as text, charts, tables, or comparative visuals. The goal: turn the company’s rich transaction data into actionable intelligence anyone in the organization can use.

“Customers can now move from a plain English question to decision in seconds,” said Vincent Mifsud, CEO of Guideline. “We’re accelerating time to value and enabling teams to apply differentiated intelligence faster than ever.”

From Manual Data Mining to Conversational Analytics

Media teams have long relied on Guideline’s intelligence tools for strategic decision-making based on verified ad spend and pricing data. The AI Agent pushes that capability further by automating the analysis process—no SQL, spreadsheets, or specialized analysts required.

Users can instantly generate customized charts or tables, apply filters, compare data across dimensions, and even export results in PNG, CSV, or XLSX formats for presentations or reports. The tool’s dynamic dashboards evolve as users continue to ask questions, effectively building a live, interactive data story.

It’s a smart move in an industry increasingly leaning on conversational AI to democratize analytics. Tools like ChatGPT and Microsoft Copilot are bringing natural-language querying to the enterprise, but Guideline’s advantage lies in its verified, transaction-based data foundation—a trusted benchmark for ad spend transparency.

The Road Ahead: From Descriptive to Predictive

This launch marks a key step in Guideline’s broader AI roadmap. By year’s end, the company plans to introduce a Model Context Protocol (MCP) layer, combining qualitative and quantitative data for more contextual insights. Future versions of the AI Agent will extend beyond descriptive and diagnostic reporting to deliver predictive and prescriptive intelligence, helping teams anticipate market shifts and optimize campaign performance in real time.

Guideline’s vision is clear: a platform where media professionals can design analytic environments through simple dialogue, supported by a robust data backbone and evolving AI capabilities.

In a landscape where data access often feels like decoding hieroglyphics, Guideline’s conversational AI could make media analytics as intuitive as having a chat.

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