The next buzzword you’ll hear everywhere: Orchestrator
Opinion
The orchestrator ensures that each individual AI agent shares context, learns from other agents, and acts cohesively in real-time. LG Ad Solutions’ chief technology officer explains how to prepare.
If you’ve been tracking the rise of agentic AI, get ready for the next big word in your feed: orchestrator.
As we enter a brave new chapter of agentic AI, intelligent agents will appear everywhere across platforms, data systems and creative workflows. They have the power to plan, buy and optimise media – but the risk is that they will do so in silo. That’s where orchestration enters the picture.
The orchestrator is responsible for managing the agent function, guardrails, and drift. They don’t just tell agents what to do. They ensure that each individual agent shares context, learns from other agents, and acts cohesively in real-time.
Think of it as the layer that ensures your creative agent, data agent, and measurement agent aren’t playing different tunes; they’re performing the same symphony.
This year, we’ll see individuals with expertise in system or workflow roles increasingly take on the orchestrator role, as AI improves their day-to-day work and accelerates it. They’ll operate within a carefully designed ecosystem where autonomy and alignment both thrive.
Here’s how marketing teams can prepare for the age of the orchestrator:
Design for connection, not control
For years, organisations have been built around control – hierarchical workflows, rigid APIs and single-point systems. Orchestration flips that logic. Instead of managing every interaction, you design the conditions under which intelligent agents collaborate.
The orchestrator’s role is to enable context sharing, not micromanage decisions. In practice, that means creating modular architectures with clear communication protocols so agents can exchange data, goals, and learnings seamlessly. The focus shifts from centralised control to networked cooperation, where collaboration itself becomes a performance advantage.
Embrace open standards
The real unlock for orchestration comes from interoperability, and that’s where Model Context Protocol (MCP) is crucial.
MCP is an emerging layer that allows AI systems – from different vendors, models and workflows – to communicate through a common language. It’s the connective tissue that lets an orchestrator pull in insights from multiple sources and synchronise actions. The aim is to create a continuous feedback loop between agents, humans and data.
The orchestrator’s job is not to own every agent; it’s to make sure every agent speaks the same language.
MCP serves as a universal translator within this process. By integrating with open standards early, brands can future-proof their infrastructure, ensuring that any new AI capability can plug in and contribute to a shared network.
The benefits of this approach are boundless. MCP expands the scope for secure, efficient collaboration between agents and provides full transparency into every action they take.
In addition, the framework allows new tools and models to connect without rebuilding the entire stack. The result is that workflows that once took days to sync can now happen instantly through shared context.
Blend human and machine intelligence
As with everything involving AI, even the most advanced orchestration relies on human intuition. Humans set the creative intent, ethical boundaries, and brand context that machines can’t infer on their own.
The orchestrator (and their domain expertise) bridges these worlds, translating business objectives into machine-interpretable goals and surfacing insights that people can act on.
In a well-orchestrated environment, humans become strategists and editors rather than operators, guiding the AI ensemble rather than performing every note. The result is a system that continuously learns from both data and human guidance.
This dual-sided strategy also makes sense given how agentic AI is evolving. This isn’t just a technical evolution, it’s a cultural one. It requires both an intelligent, self-updating network and a human actor whose outlook is less “controller of systems” and more like an agile conduit for intelligence.
Measure collaboration, not just conversion
In an orchestrated setting, the measure of success isn’t how one agent performs in isolation. As the world of AI moves beyond automating single tasks, the best agentic systems will be defined by how they learn and adapt in unison.
That means evaluating signal flow, context fidelity, and decision harmony across your AI landscape.
Are insights from creative optimisation feeding back into audience modelling? Are measurement agents enriching planning algorithms with live campaign outcomes? The orchestrator mentality values system intelligence – the collective lift that comes when every component is working in sync.
Agentic AI is a formidable asset in its own right. But when you introduce an orchestrator, it becomes transformative.
The next buzzword isn’t about technology for technology’s sake. The role of orchestrator represents a mindset; one that moves advertising from isolated automation to interconnected autonomy, where every signal, system, and story works in harmony.
Dave Rudnick is chief technology officer at LG Ad Solutions