Connect, don’t absorb: Dept’s AI bet on orchestration over operating systems

June 22, 2026

By Seb Joseph Dept doesn’t want to sell marketers AI tools. It wants to sell them growth.

That’s the pitch, anyway, and it comes with a deliberate sacrifice: the agency won’t charge for the tech layer of its new AI system at all, only for the outcomes that come out the other end.

The system is called Deptify, but the way people interact with it is through a persistent assistant called D, where Dept’s bet on orchestration over an operating system plays out day to day. Instead of having to learn a new interface, or wait while an agency rebuilds every partner tool to fit inside one of its own, D pulls context from whatever workflow tools the client already runs, whether that’s Adobe Workfront, Asana or something else entirely, and routes a person to the right one for the task at hand.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday