Marketers today demand more than dashboards and attribution slides. They need machines that can reason and act.
Autonomous media buying is no longer a question of if, it’s a question of when. But not all AI is ready for that reality...
Large language models plugged directly into raw marketing data may sound impressive, yet in practice they often default to the obvious: recommend more branded search, more social retargeting, and more programmatic media. Why? Because optimizing for users who already converted looks great on paper, but it won't cut it in reality.
At Sellforte, we believe you can’t just feed an LLM your marketing data and expect meaningful results. The next generation of marketing AI must be grounded in proven econometrics, incrementality science, and real-world learning.
That is what sets Sellforte apart. Our models are trained on thousands of incrementality experiments and millions of observed campaign changes across dozens of platforms, giving Sellforte AI the foundation to reason, forecast, and act with confidence.
And today, we’re pleased to deliver the next step in that journey: Sellforte AI Milestone 2.
This release transforms Sellforte AI from a guided demo into a fully conversational experience, one that lets you ask any question, explore forward-looking scenarios, and see exactly how the AI reaches its conclusions.
It’s another decisive move toward our long-term vision of Autonomous Media Buying & Optimization.
From Pre-Drafted Questions to Real Conversations ✨
When we launched Milestone 1, Sellforte AI became the world’s first open MMM demo environment allowing marketers to explore pre-drafted questions powered by deterministic, model-based answers.
With Milestone 2, we are taking the next step by opening up the demo to match what we are actively testing and developing with our users. Sellforte AI is now the default view in the public demo, bringing it in line with the current state of the product and giving everyone access to the same conversational capabilities our early adopters are already using.
This release introduces three major features that define the new experience:
- Conversational AI
- Reasoning Flow
- Conversation History
With Conversational AI, you can type any question directly into Sellforte AI and receive answers backed by your marketing and sales data, powered by proven MMM, incrementality, and media optimization models.
Ask things like:
- “How should I allocate my budget to maximize sales in the next four weeks?”
- "How should I allocate my current Meta spend to improve incremental sales?"
Sellforte AI will not only give you a clear, forward-looking recommendation, it will also show you how it got there.
With the new Reasoning Flow, you can now see Sellforte AI’s step-by-step thought process as it interprets your question and retrieves insights from the model. Each answer is fully explainable, auditable, and trustworthy.
We’ve also added Conversation History, making it easy to revisit past discussions, rename or delete threads, and scroll smoothly through longer chats. These improvements make Sellforte AI feel more like a true collaborator, one that learns, remembers, and reasons alongside you.
👉 Try it yourself today in the Sellforte Open MMM Demo.
Why this Matters 💡
The $800B digital media industry is on the path to autonomous media buying, and every step we take with Sellforte AI brings that future closer.
Milestone 2 represents a major turning point in that journey. By making Sellforte AI conversational and accessible to everyone, we’re not just showcasing new features, we’re demonstrating how automation in marketing begins with understanding, reasoning, and decision-making that marketers can trust.
Today, media buying remains largely manual and fragmented. Marketers rely on dashboards, attribution models, and pixels that only describe what happened, not what to do next. Sellforte AI changes that by combining years of MMM and Incrementality development with a conversational interface. The result is an intelligent system that connects data to action, helping marketers plan, forecast, and decide where every next dollar will have the greatest impact.
At the heart of Sellforte AI is miROAS (marginal incremental return on ad spend), our proprietary modeling approach that measures the incremental return of the next dollar spent at the campaign and ad-set level — the hardest and most valuable metric to calculate. High miROAS means scale up. Low miROAS means pull back.
This foundation is what makes Agentic MMM possible. With the accuracy of miROAS, the transparency of Reasoning Flow, and the usability of conversational AI, Sellforte AI moves beyond analysis to true optimization, telling you exactly where to invest, and soon, acting on those recommendations autonomously.
Unlike conventional analytics or AI chatbots, Sellforte AI doesn’t just summarize the past, it optimizes the future.
The 5 Requirements for Autonomous Media Buying: M.A.G.I.C. 🔮
To deliver autonomous media buying and optimization, five capabilities must come together. We call it M.A.G.I.C. — and Sellforte is the first to deliver them all:
- M – miROAS: Measures the marginal return of the next marketing dollar
- A – Actionable: Translates recommendations into bid value changes
- G – Granular: Optimizes at campaign and ad-set level, where decisions happen
- I – Incremental: Distinguishes true causal lift from correlation
- C – Cross-platform: Optimizes spend across Google, Meta, TikTok, Pinterest, and beyond
These five pillars form the foundation of Agentic MMM, where Sellforte AI can forecast, plan, and eventually act autonomously.
Why eCom & DTC Will Lead the Shift 🛒
eCommerce and DTC brands will be one of the first segments to adopt autonomous media buying and optimization.
Why?
Their spend is already digital by default, their success depends on speed, and they’re in a period of hypergrowth. Real-time optimization is essential for capturing fast-moving demand, and Sellforte AI provides the precision and adaptability these brands need to stay ahead.
And why now?
The timing for this shift couldn’t be better! Five key forces are converging to make this the moment to act:
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Attribution is broken: Multi-touch and last-click models miss zero-click impact and are fundamentally flawed measurement models for consumer marketers.
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AI is built on the wrong data: Most tools optimize on biased last-click ad-platform attribution.
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Optimization is still manual: Teams spend hours tweaking budgets and bids — and can’t keep up with dynamic markets and real-time demand.
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Privacy is forcing change: Cookie deprecation and regulatory compliance demand model-based measurement.
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Ecosystem tailwinds: Google’s open-source MMM frameworks, for example, are accelerating adoption.
Sellforte AI is launching at the intersection of all these forces, bringing marketers a system that is accurate, forward-looking, and ready for the privacy-first, data-driven future.
The Road Ahead: From Assisted to Autonomous 🛣️
The journey toward autonomous media buying is unfolding in clear stages, much like the evolution from manual to self-driving cars:
- Manual Drive (2024): Marketers handled every step, including setting budgets, managing bids, and analyzing ROI.
- Assisted Drive (Q4 2025): With the launch of Sellforte AI Milestone 2, we have entered the assisted-drive era. AI now collaborates with marketers, providing recommendations, scenario planning, and bid values to help teams make faster, data-driven decisions.
- Full Self-Drive (Q1 2026): The next milestone, Sellforte AI Milestone 3, will complete the launch of Agentic MMM, where Sellforte AI evolves from advisor to operator and begins executing media buying and optimizations in real time.
Many customers already experience what we call the Media Planner Agent, since they can ask optimization questions and receive forward-looking recommendations across campaigns and ad sets.
In Milestone 3, we will expand from planning to execution and continuous learning through two new capabilities.
The Media Buyer Agent will take the Media Planner’s recommendations and execute them in real time, automatically adjusting spend across platforms like Meta, Google, and TikTok within confidence thresholds you control. It connects analysis to action, enabling autonomous optimization while keeping you in command.
Alongside it, the Experiments Agent will learn from performance data, detect and grade natural tests, and recommend new experiments that strengthen models and improve accuracy over time.
Together, these agents will move Sellforte AI from strategic guidance to operational execution, creating a self-improving system that analyzes, decides, and acts automatically while you stay in control.
The Agentic MMM Tech Stack
At Sellforte, our Agentic MMM architecture spans every layer of the marketing measurement and optimization stack, from raw data ingestion to automated decisioning and execution.
Sellforte can operate across the entire stack or integrate flexibly into your existing setup. Whether you have an in-house MTA model, another attribution system, or are already using automated buying through other platforms, Sellforte fits seamlessly.
Our platform is designed to complement, not replace, what you already have, bringing incremental intelligence, automation, and optimization wherever you need it most.
This flexibility is what makes Sellforte a true foundation for autonomous media buying and optimization, built to evolve with your tech ecosystem.
See It Live: Join Our Webinar 🎥
And to see what the future of autonomous media buying looks like, join us for a special live event:
🎥 Webinar: Agentic MMM in Action — A Live Demo of Sellforte AI Planning and Buying Media in Real Time
📅 December 10 2025 at 8-8:45 AM PT // 11-11:45 AM ET // 5-5:45 PM CET
🕒 Reserve your spot: Register here ↗
You’ll see firsthand how Sellforte AI plans, optimizes, and buys media in real time — and get a sneak peek of what’s coming next as we move toward fully autonomous media optimization.
💬 In addition, we'll host a live Q&A with Sellforte’s CEO & Co-Founder! It's your chance to ask anything on Agentic MMM, the roadmap ahead, and what autonomous media buying means for the future of marketing.
Experience the Future of Conversational MMM 💬
Sellforte AI is here to make marketing decision-making faster, clearer, and more reliable.
Start by exploring the open demo, have a conversation, and see how it reasons.
💬 Ask any question
📊 See how it thinks
🔁 Keep the dialogue going
👉 Try it today in the Sellforte Open MMM Demo.
Author
Edward Ford is Marketing Director at Sellforte. He has over 15 years of marketing experience in B2B SaaS and Tech with specialization in marketing measurement and intelligence. Before joining Sellforte, Edward spent over 6 years at Supermetrics where he joined as an early-stage employee. Follow Edward on LinkedIn for more about marketing and growth.
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