EU-Funded Project

Generative Advertising System for automated multichannel creative personalisation through Agentic Applications

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HyperTV S.r.l. is carrying out the Agentic GENAD project as lead partner, in collaboration with the Department of Computer, Control and Management Engineering “Antonio Ruberti” (DIAG) of Sapienza University of Rome. The project is funded under the Public Call “STEP Lazio – Support for the development and manufacturing of critical technologies” of the ERDF Regional Programme Lazio 2021-2027 (PR FESR Lazio 2021-2027).

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Objectives

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The project develops an agentic AI platform for generative advertising that automates the creation, personalisation and optimisation of advertising content across multiple channels. A multi-agent system handles complex tasks, analyses campaign performance and evaluates the quality of generated content, while a personalisation engine based on predictive models supports creative and planning decisions.

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Expected results

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• Lower production time and costs for advertising content through AI-agent automation.

• More effective campaigns through data-driven creative personalisation.

• Validation of the platform in an industrially relevant environment, including usability testing with real users.

• Stronger collaboration between industry and research in Lazio on AI-related critical technologies.

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Funding

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This project is carried out with the support of the European Union, the Italian State and the Lazio Region under the ERDF Regional Programme Lazio 2021-2027.

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Project code: T0008B0033

CUP: F81B26000170006

Total eligible costs: €943,242.58

Total grant awarded: €560,112.18

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Beneficiary: HyperTV S.r.l. – Via Vittorio Veneto 54b, 00187 Roma (RM), Italy – VAT/C.F. 11541111008