Brands, agencies, and partners can deploy AI agents that analyze, decide, and act across channels in real time
SAN FRANCISCO, CA – April 9, 2026 – Skai, the leading omnichannel platform for commerce media, today announced the launch of its Model Context Protocol (MCP), a new capability that enables AI agents to operate on a consistent, decision-ready view of performance across channels in real time.
As AI shifts from experimentation to execution, organizations are moving toward a new model where work is performed by AI agents. However, most platforms are not designed for this paradigm. Data remains fragmented, inconsistent, and difficult for AI systems to use in real time.
Skai addresses this with a fundamentally different foundation. Its platform structures and normalizes data across channels into a consistent, decision-ready model that AI systems can reliably operate on, supporting both human workflows and AI-driven execution. MCP builds on this unique foundation, introducing an agent-native interface that allows organizations to deploy their own AI agents directly on the Skai platform.
With MCP, AI agents can securely access, analyze, and act on this data in real time without requiring custom APIs or complex integrations. This enables use cases such as cross-channel optimization, autonomous budget allocation, real-time performance analysis, and coordinated execution across media and retail environments, all powered by a unified view of performance across channels.
“We are moving from a world of platform-defined workflows to one driven by AI agents,” said Gal Zohar, Chief Data Officer at Skai. “Skai’s open platform laid the foundation. MCP is the next step, enabling AI agents to operate directly on that foundation and giving organizations the flexibility to deploy the agents that best fit their business.”
Skai has already demonstrated this model in practice. Its AI agent, Celeste, is used by more than 1,300 users across 170+ organizations to analyze performance, identify opportunities, and automate workflows across 300+ publishers and retail media networks. MCP extends this capability beyond a single agent, opening the platform to an ecosystem of AI systems.
Early adopters are already deploying MCP in production, such as The Barcode Group.
“We’re focused on simplifying how our teams work with data and unlocking more value from the tools we already have,” said Jason Taam, VP Data & Analytics at The Barcode Group. “With MCP, our agents can directly access performance and AMC data in Skai without added complexity, enabling faster decisions and greater efficiency.”
MCP is powered by Skai’s Data Hub, making its unified data foundation available both within the platform and as a standalone solution, and enabling integration across broader data and technology ecosystems.
This launch marks a significant step in Skai’s broader vision for an open, agent-driven future, where AI systems can operate across data, workflows, and channels to drive performance in real time.
About Skai
Skai is the leading omnichannel platform for commerce media, connecting data, insights, and execution across the world’s largest publishers and retailers. Built for the agentic era, Skai’s open platform unifies planning, activation, measurement, and retail operations in a single integrated system. Trusted by over 8,000 brands and agencies, Skai integrates with 300+ publishers and retail media networks, including Amazon Ads, Walmart Connect, Google, Meta, Reddit, and TikTok. Learn more at skai.io for more information.