Amadeus, Accenture partner on new agentic advertising platform

Amadeus launched a travel advertising platform developed with Accenture, designed to help travel brands identify intent and demand signals earlier and execute campaigns using an agentic framework. The platform includes an AI-powered Omnichannel Budget Allocator that automatically reallocates advertising budgets. Amadeus has recruited executives from Accenture Song and WPP to lead the platform.