{"id":1146385,"date":"2026-02-02T01:26:11","date_gmt":"2026-02-02T09:26:11","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/research\/?post_type=msr-project&p=1146385"},"modified":"2026-02-05T13:00:41","modified_gmt":"2026-02-05T21:00:41","slug":"agentic-media","status":"publish","type":"msr-project","link":"https:\/\/www.microsoft.com\/en-us\/research\/project\/agentic-media\/","title":{"rendered":"Agentic Media"},"content":{"rendered":"
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Agentic Media<\/h1>\n\n\n\n

Communication-centered computing<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n\n\n

Communication shapes how societies create, share, and preserve knowledge. Yet today\u2019s digital tools remain organized around static formats that enforce rigid separations between creation and consumption, author and reader, expression and interpretation. These structural constraints fragment collaboration and limit how knowledge evolves over time.<\/p>\n\n\n\n

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What is Agentic Media?<\/h2>\n\n\n\n

Agentic Media reframes communication itself as a first-class object of computation.<\/strong> Rather than treating media as passive containers for finalized content, Agentic Media reframes media as intelligent, co-constructive partners that embed communicative intent, adapt to context, and participate in ongoing meaning-making. Communication becomes a dynamic, dialogic process\u2014supported and shaped by the medium itself.<\/p>\n\n\n\n

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Agentic Media is not a tool, a format, or a single system. It is a conceptual framework for reasoning about communication when AI systems become persistent, interactive participants rather than passive carriers of content. At its core, Agentic Media foreground three shifts:<\/p>\n\n\n\n