Kokai: The Trade Desk's AI Copilot Driving Programmatic Buying Transformation

As of September 2025, The Trade Desk has solidified its position as a leading independent alternative to tech giants like Meta and Google in the digital advertising space. The company has been at the forefront of the industry's shift towards connected TV (CTV) and retail media, becoming a go-to demand-side platform (DSP) for marketers seeking transparency, control, and performance.

Now, artificial intelligence (AI) is emerging as both a tailwind and a potential risk for The Trade Desk. The company has invested heavily in AI to enhance its platform, and in June 2023, it launched its most ambitious AI initiative to date: Kokai. Building on its earlier Koa system, Kokai distributes deep learning across every layer of programmatic buying, processing over 13 million ad impressions per second and applying thousands of signals in real-time.

The Trade Desk's approach with Kokai is to serve as a "copilot" for advertisers, allowing them to set campaign goals and strategies while the AI handles optimization and execution with greater precision. By early 2025, roughly two-thirds of The Trade Desk's clients had already migrated to Kokai, with full adoption expected by the end of the year.

On the creative side, The Trade Desk has also begun experimenting with generative AI. Its Rembrand tool enables virtual product placements in video content, making ads feel more native and immersive. Other integrations, like Spaceback and Bunny Studio, allow for automated creative generation in multiple formats and languages. If these tools scale, they could help The Trade Desk capture more of the creative value chain, not just the media-buying side.