Why Clipsource is opening its platform to customers' own AI agents, and what it means for PR in TV and streaming.
If you walked the halls at IBC in Amsterdam this September, you probably noticed that every media technology vendor seemed busy adding AI to its platform. Hardly surprising. But what if customers don't actually want another AI assistant?
A growing trend suggests they'd rather use their own AI agents to work across all their software. One AI environment that understands their business, accesses the data they need and gets things done.
For technology vendors, this changes the game. The goal may no longer be to keep users inside your platform, but to make your platform useful to the AI agents your customers work with.
At Clipsource, we believe this is where things are heading. That's why we're opening up our platform to our customers' own AI agents through the Model Context Protocol (MCP).
MCP is an open standard that allows AI assistants like ChatGPT, Claude and Gemini to connect with other platforms, access information and perform tasks. Think of it as a secure doorway between your AI agent and Clipsource, where access is governed by the same permissions you've already set up.
And we're starting with two groups who have a lot to gain: PR teams and journalists.
For PR teams: Their own AI agents can access content, plan campaigns and carry out tasks in Clipsource, from preparing press releases to managing launches.
For journalists: Their AI agents can find and retrieve trusted, up-to-date press materials directly from Clipsource, including images, videos and programme information.
For PR teams: putting your launch history to work
Imagine a PR team at a Nordic broadcaster preparing to launch a new crime drama.
First, the practical stuff. A press officer asks their AI agent to prepare the launch of a new series. The agent gathers programme information, images and videos from multiple sources, including internal systems and external platforms like Clipsource. It then puts together a draft release (based on corporate tonality and rules) and saves it in Clipsource, ready for the press officer to add their creative touch, fine-tune the messaging and decide when to publish.
Then, the exciting part. Over the years, PR teams build up valuable experience about what works, what doesn't and who responds to what. And with more than a decade of media distribution experience, Clipsource has accumulated valuable insights of its own.
Imagine asking your agent: "We're launching this series across the Nordics. How can we maximise editorial coverage?"
Drawing on the team's previous campaigns, combined with insights from years of media distribution through Clipsource, the agent could help identify:
Journalists who have covered similar titles
The best timing for reaching different types of media
Who might appreciate an early screener or a personal approach
Ideas for key messages and angles worth exploring
The PR team brings the creativity, relationships and judgement. The agent brings the research, preparation and insights to help make better decisions. The system keeps learning.
For journalists: less searching, more storytelling
Journalists stand to gain just as much. Starting in 2027, they’ll be able to connect their own AI agents to Clipsource. For instance, imagine a TV critic in Denmark asking: “Find upcoming Danish crime series worth covering, based on what I usually write about.”
The agent connects to Clipsource and finds three promising titles, complete with descriptions, images and trailers. The critic picks one and asks for more.
Within seconds, the agent gathers everything available: press releases, programme information, images, trailers, schedules and even access to a preview screener.
All directly from Clipsource, with the same access permissions the journalist already has.
No digging through old emails. No outdated information from random websites. Just reliable, up-to-date material straight from the source.
And here's the real opportunity for PR teams: As journalists increasingly use AI to discover and research stories, making your content accessible to their agents could become just as important as making it available on your press site.
But discoverability doesn't have to mean making everything public. With Clipsource, AI agents can only discover and access content based on the journalist's existing permissions, whether it's a public press release, restricted media assets or a secure preview screener.
The goal is simple: make your content easy to find for the right people, without making it available to everyone.
The bigger picture
AI won't replace the creativity, judgement or relationships that make great PR, but it is changing how stories are prepared, discovered and shared. The opportunity isn't to have more AI tools. It's to make the knowledge, content and experience you already have work harder, for both PR teams and journalists.
At Clipsource, we want to make that possible without compromising security, privacy or control. And as we open up our platform to AI agents, we're guided by four simple principles.
Our commitments
Your agent sees what you see. AI agents should only access the data and functionality their users are authorised to use. No special privileges, no shortcuts around permissions.
Agents do the groundwork. People make the decisions. AI can help prepare, research and organise, but people remain in control of what gets published and distributed.
You decide how far to go. Some teams will want to give their agents more freedom over time. Others will prefer tighter controls. The choice should always be yours.
Privacy comes first. Personal data and activity insights must be handled responsibly, with clear terms, appropriate permissions and consent where required.
Got questions? Want to join our Beta group?
Email us at sales@clipsource.com
Dan Willstrand, CEO Clipsource
