Guideline is pushing deeper into AI-driven media intelligence with a major upgrade to its AI Agent—this time adding fully customizable dashboards that transform casual, conversational queries into persistent, collaborative analysis hubs. It’s more than a feature release; it’s a shift in how media teams can operationalize insight in an industry drowning in complexity and fragmentation.
For analysts tired of answering the same question three times before lunch, Guideline’s move feels overdue.
From Quick Answers to Continuous Intelligence
The update marks a strategic evolution for Guideline: moving from instant, one-question insight to structured, ongoing analysis fueled by the company’s more than $170 billion in verified annual ad-investment data.
For the first time, teams can ask a question, explore the resulting charts, and then save that work directly into a persistent dashboard—where they can keep refining, pinning, filtering, editing, and chatting with the AI Agent in real time.
It’s the closest thing yet to a “living” analytics workspace—one that remembers what you’re doing and adapts as markets shift.
In an era where digital, linear, and cross-platform buying has splintered into formats, targeting layers, and auction logic, analysts have been stuck stitching together insight instead of acting on it. Guideline’s upgrade attacks that pain point directly by giving teams a shared, continuously updated intelligence layer.
What’s Actually New: Dashboards That Grow From Conversation
Guideline’s AI Agent Dashboards aren’t just prettier report pages—they’re workspaces generated from conversation. Users can now:
- Pin and arrange charts instantly
- Resize visuals and fine-tune filters
- Automate scheduled report delivery
- Chat with the AI Agent inside the dashboard
- Maintain context across days, weeks, or campaigns
It’s a workflow inversion: instead of asking a question → exporting a chart → pasting it into a deck → explaining your own analysis again next week, users get a single space where insights persist and evolve.
Vincent Mifsud, Guideline’s CEO, framed the release around pressure—specifically the pressure analysts face to deliver clarity in a fragmented media environment. “Our new Customizable AI Agent Dashboards innovation provides teams the ability not only to generate powerful insights, but to ensure those insights are organized, validated, shareable and actionable,” he said.
Designed to Feel Like an Extension of How Analysts Think
Senior Product Director James Venn described the feature as intentionally frictionless. The product team wanted the dashboards to feel like an extension of a user’s thought process, not another analytics tool with a learning curve.
That’s key: as marketers adopt AI to summarize performance, analyze trends, and build budgets, the winning tools won’t be the ones that simply answer questions—they’ll be the ones that support the workflows users already have (and the workflows they didn’t know they needed).
Persistent dashboards help planners keep long-term models intact, help commercial teams build sharper revenue narratives, and help analysts avoid starting from scratch every time someone asks, “Okay, but what if we shift 20% of spend to CTV?”
Why This Matters for AdTech, Brands, and Agencies
AI is already rewriting how media teams work, but many tools suffer from short-term memory: answers appear, disappear, and become screenshots lost in Slack threads. Guideline’s customizable dashboards give AI-generated insights a home—a structured layer that blends conversation, data integrity, and ongoing analysis.
For agencies and brands, the implications are significant:
- Faster trend detection across channels
- Tighter planning cycles with real-time spend intelligence
- Fewer manual workflows and redundant data pulls
- Greater confidence thanks to verified, transactional data
For publishers, the persistent dashboards may become a competitive edge, providing a clearer picture of investment flows and market shifts without relying on slow quarterly reporting.
Ultimately, Guideline is betting that the future of analytics is not just conversational—it’s continuous. And with this upgrade, the company moves closer to delivering a centralized intelligence environment that supports the messy, high-pressure reality of modern media decision-making.
