For the past decade, AdTech was dominated by predictive machine learning optimizing click-through rates, personalizing recommendations, and managing programmatic bids. But the landscape is experiencing a seismic shift. We are moving from predictive models to agentic AI: autonomous systems capable of reasoning, generating creative assets, structuring complex campaigns, and interacting directly with advertisers. In this session, Diaa will unpack his journey building these agentic advertising products at two of the world's largest e-commerce platforms: Amazon and Zalando. As the VP of Tech for Zalando Marketing Services, he will share the architectural challenges of shifting from traditional ML pipelines to LLM-driven autonomous agents. We will explore how to build systems that don't just predict what a user wants, but actively execute complex, multi-step marketing strategies while maintaining brand safety, strict latency requirements, and massive scale. Finally, we will look at where the AdTech industry is heading and what it means for the engineers building the next generation of e-commerce.