27 February 2026
At the Future of TV Advertising Global 2025, Thomas Servatius, Co-CEO of smartclip, shared his perspective on the role of artificial intelligence in adtech. He addressed the growing sense of “AI fatigue” across the industry and cut through the noise to focus on what matters: using the technology to solve real operational challenges rather than adding new layers of complexity.
Thomas emphasised that while generative AI has matured and holds clear potential, the industry must avoid repeating mistakes from the programmatic era. Rapid adoption without sufficient foresight previously led to ecosystem fragmentation, privacy concerns, and increasing consolidation. AI integration, he argued, should follow a more deliberate path.
At the centre of his perspective was a simple principle: knowledge creates advantage. Data alone has limited value; processed insight drives action. Generative and agentic AI make that insight more accessible across organisations. This thinking also shaped the launch of Sidekicks last year — a platform built to address internal pain points with practical, agentic capabilities rather than contribute to further market complexity.
Looking ahead, Thomas outlined a clear approach for companies adopting AI. Organisations should begin by addressing internal workflows, identifying inefficiencies, and structuring critical knowledge. At the same time, they should maintain vendor flexibility and avoid overreliance on external platforms. The aim is not to adopt AI for its own sake, but to use it deliberately — simplifying operations, strengthening the adtech ecosystem, and creating real strategic value.
Lee is the Marketing Specialist Europe at smartclip and is responsible for content writing, editing, social media, and creative support across the department and company. Originally from the United States, Lee graduated from the University of Cincinnati, where she received a Bachelor of Fine Arts degree in Electronic Media. Before joining smartclip, she has worked with various organisations managing social media accounts and assisting in the video and audio production processes.
Lee Richter
Marketing Specialist Europe
