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• Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. Danielle.researcher (talk) 12:49, 17 April 2026 (UTC)

Sidekicks is an agent-based artificial intelligence platform developed by smartclip, RTL Group’s adtech business. It provides AI agents for use in media and advertising workflows, including data analysis, workflow automation, and reporting.^[1]

Sidekicks was announced by smartclip in July 2025.^[2]

In October 2025, RTL Deutschland established a dedicated AI infrastructure in Cologne to host Sidekicks. The system operates independently of external cloud services and provides a closed environment, which means that no proprietary business knowledge is shared externally.^[3][4]

Sidekicks uses agentic AI, a type of AI that can execute tasks autonomously under defined constraints.^[5] The platform’s AI agents perform tasks within organisational workflows, such as planning, analysis, and reporting.^[6]

In December 2025, smartclip released the first portfolio of Sidekicks AI agents integrated into its adtech platform.^[7] They can be embedded in operational systems used in advertising technology workflows, where they interact with datasets and organisational knowledge bases to assist with campaign management, cross-media planning, monitoring, and reporting.^[8][9]