AXL & PUSH launch STRATIS agentic AI for marketers

AXL and PUSH Media have launched STRATIS, an agentic AI product positioned as an operating system for marketing intelligence and operations.

Based in Toronto, the partners say STRATIS is aimed at marketing teams and brand operators running multi-channel programmes and managing performance across paid, owned and earned media. It brings these signals into a single view and makes recommendations that require human approval before any action is taken.

Unified view

STRATIS is designed to monitor campaign performance, creative effectiveness and audience behaviour, while also tracking competitive activity and market and news signals. It then generates recommended actions for marketers to review.

The partners describe the system as agentic-AI software that can take actions in response to changing conditions rather than only generating outputs such as text or summaries. STRATIS can propose changes to channel mix, budgets and creative, and apply approved updates within the platform.

STRATIS combines AXL's applied AI research and engineering with PUSH Media's testing in live marketing workflows. AXL describes itself as a Canadian venture studio that forms companies based on applied AI research. PUSH Media is an independent marketing and media agency with offices across Canada and the US.

Automation controls

Human review sits at the centre of the workflow. STRATIS does not execute changes unless a marketer approves them. It shows what would change and why, and logs decisions for record-keeping.

Once approved, STRATIS can execute updates including budget reallocations, bid adjustments, channel mix changes and creative updates. It also includes rollback options.

Data governance is another design focus. STRATIS stores data in a brand-specific clean-room environment and does not share data across brands.

Agentic AI tools in marketing have drawn attention as brands look to respond to fast-moving channels and shifting consumer behaviour. They also raise questions about governance, accountability, and the risk that automated changes could damage brand reputation or waste spend. STRATIS is positioned as a human-governed alternative, with controls intended to keep decision-making transparent.

Time and insight

The companies are also pitching STRATIS as a response to fragmented marketing data. The announcement cited research finding that 53% of North American marketers ranked data analysis and insights as the top bottleneck slowing marketing cycles. It also said marketers spend 24% of their data-related time collecting information and 22% analysing it.

The partners say STRATIS pulls fragmented inputs into one environment and surfaces changes in real time, translating signals into recommended actions and applying approved changes across channels. They describe the product as continuously recalibrating budgets, creative and channel mix in response to live conditions.

Daniel Wigdor, co-founder and CEO of AXL, said the partnership was built around agency operational insight and the need for faster decision-making without losing accountability.

"PUSH understands the day-to-day realities of modern marketing operations, where teams are expected to move faster than most existing tools and reporting cycles allow," said Daniel Wigdor, co-founder and CEO of AXL. "We are excited to partner with PUSH because they bring deep operator insight and a clear view of where AI can drive practical outcomes. STRATIS reflects our shared focus on developing human-centric systems that increase decision velocity without sacrificing accountability."

PUSH platform

For PUSH Media, STRATIS builds on its existing PUSHTech tooling, which the agency describes as a set of more than 20 integrated tools for campaign intelligence, media optimisation and performance insights.

PUSH Media's client list includes Miele, Vans, Amy's Kitchen, Falken Tyres, Clover Leaf, Bumble Bee Seafoods and Choice Hotels. The agency said its client base has been expanding across North America.

Kyle Verge, CEO of PUSH Media, framed STRATIS as an operating system that gives teams a real-time view of marketing activity and speeds the path from insight to action.

"Our goal is not to add another AI layer of generic AI outputs, but to build an operating system that helps marketing teams gain a holistic, real-time view of their operations, providing them with smart insights that shorten the time to execution and growth," said Kyle Verge, CEO of PUSH Media. "STRATIS represents the new frontier of agentic AI in marketing, and we're proud to work with AXL, which brings a high calibre of applied AI research talent and venture-building discipline, to move the industry forward with innovation."

A pilot programme for STRATIS is expected to begin on April 1, 2026.