A pilot project has demonstrated the first autonomous advertising purchase in the Czech Republic, utilizing artificial intelligence agents. The transaction, facilitated by the ad-tech firm R2B2, connected media agency OMD with publisher MAFRA. This innovative approach was implemented for a campaign by Canal+, streamlining the advertising process. Traditionally, ad buying involves direct communication between buyers and sellers; this system eliminates that need. R2B2’s technology allows AI agents to independently negotiate and secure ad space. The successful completion of this project signals a potential shift towards automated advertising solutions within the Czech digital market. This marks a significant step in the evolution of programmatic advertising.