Momentum Capability Matrix
What it can do

From the first account to the last spot on air.

Momentum is one assistant working across your whole media operation. It's built on a controlled set of building blocks — campaigns, creatives, plans, constraints — that combine to handle an enormous range of requests. Every change you approve.

Read · Change · Delete Organization Brands / Networks Show Accounts Planning Campaigns · Media Plans Goals · Constraints Targets / Audiences Creative Creatives (Spots) Creative Groups Trafficking Traffic Plans · Inventory Placements · Rotations Optimization Runs · Scenarios Coming soon Platform Users / Logins JIRA Tickets
How it works

Three things Momentum does

Everything in the matrix below is one of these three. They move from left to right by how much they touch your system — reading, then acting, then removing.

Read

Tap into the data

Ask Momentum about any part of the system — campaigns, plans, spots, inventory, history — and it brings back a clear answer. Read is also the foundation for everything else: Momentum can't change, adjust, or remove something it can't first access.

Ask questions · analyze data

Change

Create, update, or adjust

Create new things, update what's there, or adjust how something runs. This is the only category that touches select parts of your system — and only after you say so.

Proposed first — approved by you

Clean Up

Remove safely

Remove accounts, plans, campaigns, or groups when nothing depends on them. Momentum checks dependencies before it acts and removes from the bottom up.

Clean up old data — confirmed before removing
The full picture

What Momentum can do, by area

Key areas of your operation. A filled mark means Momentum works there today. Open any row to see exactly what it can do — in plain terms.

available today coming soon – not part of this area
Area
READ
CHANGE
CLEAN UP
Organization
brandsaccounts

Read

  • Look up any brand or account
  • Search by name or call sign

Change

  • Add a new account under a brand
  • Update show details — name, premiere and finale dates, air day and time

Clean Up

  • Remove an account once nothing depends on it
Planning
campaignsmedia plansgoalstargeting

Read

  • Look up campaigns by account, status, or flight — and see what's running
  • Open weekly media plans and review their goals in context
  • Check plan coverage — which weeks are handled and which are missing
  • Look up targeting rules and audience definitions

Change

  • Create a campaign and set its name, flight dates, and status
  • Build weekly media plans, each with its goal
  • Set weekly targets, creative rotation, priority, and recency
  • Add, adjust, or remove targeting rules

Clean Up

  • Remove plans and campaigns safely, from the bottom up
Creative
spotscreative groupspromo library

Read

  • Look up promos, PSAs, and other creatives — and see which are eligible to air
  • Find creative groups across an account, a campaign, or globally

Change

  • Turn a creative on or off — the push/pull lever
  • Build a creative group and manage its members
  • Set rotation weights, rename, or restatus a group

Clean Up

  • Remove a group when nothing depends on it
Trafficking
traffic plansplacementsinventoryrotations
–

Read

  • See what's running this week
  • See what's placed, where a creative is used, and what inventory is open
  • Discover valid replacement creatives
  • Check export status and history by network and day
  • See which export jobs ran and what failed
  • Review who saved or exported, and how full inventory is

Change

  • Swap a placed creative for a valid replacement
  • Export a finished traffic log to Gabriel

Clean Up

  • Traffic placements and plans can't be deleted — they're records of what aired.
Optimization
On the roadmap

Optimization builds on everything else. If the foundation isn't right, optimization isn't right. It's critical to start with this foundation like we are, to build up usage and continue training before optimization skills start to get introduced.

Platform
usageJIRA tickets
–

Read

  • See who has and hasn't logged in recently
  • Ask Mo about JIRA tickets — check status, look up recent issues

Change

  • Create and update JIRA tickets through the Mo feedback process

Clean Up

  • Nothing to remove here.

Nothing changes without your say-so

Every action in the Change and Clean Up columns is proposed first. Momentum shows you exactly what it intends to do, you review it, and only then does it apply. It cannot quietly create, edit, or remove anything on its own.

Momentum proposes→You review→It applies
Take me to Mo →
Early Access · June 2026

You're in. Start where your work starts.

Momentum is live — a real AI agent connected directly to AWM, ready for your every day work. Early access is a brief period during which we'll focus on quick rounds of AI training based on your usage as well as any feedback shared.

How to engage
Let your day-to-day lead

When something comes across your desk — a campaign to set up, logs to check, a question about a show — start by asking or completing it through Mo. The more it's part of your real work, the more useful it becomes.

What helps us most
Flag it when Mo nails it or misses the mark

When a response falls short — it didn't finish the task, answered partially, or left you more confused — that's what we most need to hear. But if Mo handles something in a way that genuinely impresses you, you can flag that too. Both signals go directly into AI training. For misses, the only context we need is what you were hoping to see. We have the rest in the chat.

How it grows
Every interaction builds on the last

Every interaction makes Momentum smarter, even when there's no feedback to share. When there is, it goes directly into AI training — so the more your team engages, the better Mo can support the work.

Sharing feedback

When something stands out, let us know in seconds.

1
Hit the feedback button

Right inside Momentum — one tap, no separate tool needed.

2
Tell Mo what stood out

Wrong action · Incomplete · Couldn't do it · Incomplete information · This was great.

3
Add a line of context

Tell us what you were expecting — or what made it land. We can see the full conversation, so a sentence or two is plenty.

4
Done

Your input goes directly into AI training. Over time, Mo learns how your team works — and gets sharper because of it.

For technical issues: If an action doesn't make it through to AWM as expected, use the same feedback button — we'll move on it quickly. That kind of thing is rare, but we want to know immediately when it happens.
Your team's requests

A good place to start — and a long way to go from here.

Most of the ideas your team raised early in planning are covered here — in full or in part. Think of this as a familiar reference point, not a checklist. Some ideas mapped directly; others are covered in ways that go further than the original ask. A few things aren't here yet — some intentionally, some still in progress — and that's exactly what the feedback loop is for.

The fastest way to find what works and what's missing will be using Mo for your actual work and sharing what you notice as you go.

Capability
Action Type
What Mo can do
● Campaign Lifecycle
Setup from Excel Import: Account, Campaign, Media Plan, Creative
ReadChange
Import your Athena file and once ready/you sign off, Mo builds the campaign in AWM from there — name, flights, all of it handled in one conversation.
Setup from Scratch: Account, Campaign, Media Plan, Creative
ReadChange
Mo will walk through collecting the details and once ready/you sign off, it builds the campaign in AWM — name, flight dates, status, all of it.
Sales Campaign Create/Extend
ReadChange
Mo will walk through collecting the details and once ready/you sign off, it can create and extend campaigns as needed.
Campaign Cleanup — Archive & Delete
ReadChange
Mo can support cleanup through deletion of campaigns unused (with checks in place, i.e. no associated media plans), useful for clean up of true "test" campaigns, etc. Coming soon: Archiving. Useful for past campaigns ready to be pulled from the main view but remain accessible. Also with checks in place (i.e. cannot have active media plans).
Media Plan to Campaign Dates Check
Read
Mo can check for campaigns without media plan that extend through the end of their flight.

*Mo can act on user request. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
● Creative Management
Push/Pull List Support
ReadChange
Push/Pull file can be imported to Mo and user can update the status to able/disable creatives. Mo can show a list of active promos for a designated time period, with user able to dictate exclusions.
Creative Rotation Within Campaigns
ReadChange
Set or adjust rotation weights across a creative group. Tell Mo how you want it balanced and it applies the change.

*The original ask "Add all campaign creative in one group and manage rotations levels while adhering to separator rules." might require the AWM enhancement/further discussion as a pre-requisite to being introduced to Mo.
Find & Replace Promos/Graphics
ReadChange
Locate a specific creative across placements and swap it for a replacement in a single action. Primary inventory ok, additional training may need to come for Secondary inventory.
Swap Creative
ReadChange
Replace a placed creative with a valid alternative. Mo surfaces candidates before it acts — you confirm.
Pause Creative from Optimization
ReadChange
Pull a specific creative out of the optimization rotation without removing it from the system (by disabling creative).
● Log Export & Traffic · 3 capabilities
Show Export Log Status
Read
Ask Mo where things stand on a given network and day — get a report with log day, export status (exported, pending, or flagged), last saved date & time, saved by, etc.
Log Sequence Report
Read
Define a sequence and identify instances where actions were not taken in proper order, user level.
Save, Export & Lock Logs
ReadChange
Trigger the log export to Gabriel from the chat. Mo confirms before it fires — and flags if an export only partially completes. Mo can also run pre-export checks and surface any issues that would cause a problem downstream.
● Monitoring & Validation · 8 capabilities
Media Plan Coverage Gaps
Read
Ask Mo which weeks are missing plans across a campaign or network. It shows what's covered and what isn't.
Media Plan to Campaign Dates Check
Read
Mo can check for campaigns without media plan that extend through the end of their flight.

*Mo can act on user request. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
Identify Unfilled Promo and Graphic Avails
Read
Surface open inventory positions — what's placed, what's empty, and where.

*Mo can act on user request. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
Validate Campaign vs GRP Doc
Read
Check campaign delivery against GRP targets and flag where things are off.

*The original ask included Mo making changes to Goal & Cross. This will require additional conversations as well as continued AI training/development prior to being introduced to Mo.
Validate Audience Target
Read
Mo can pull your audience targets and can provide basic thoughts and recommendations (not factoring in deterministic analytical steps into the recommendations yet).

Additional AWM capabilities + Mo skills coming soon.
Flag Campaigns Without Creative
Read
Find campaigns missing attached creative before they become a problem.

*Mo can act on user request. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
Under-Delivering Campaign Alerts
Read
Find campaigns pacing below goal and get a view of how far off they are — so you can act before it's a problem.

*Mo can act on user request. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
Media Plan to Campaign Dates Check
Read
Mo can check for campaigns without media plan that extend through the end of their flight.
● Troubleshooting & Audit · 3 capabilities
User Troubleshooting / Audit
Read
Mo can answer questions and provide reporting related to: aggregated login counts, and can filter on active vs inactive. This is the data currently tracked by AWM, which is what Mo can tap into. To add more, an AWM enhancement will be needed to introduce more user tracking.
Creative Troubleshooting
Read
Mo can support in troubleshooting creative issues/questions.
Traffic Screen Troubleshooting
Read
Mo can support in troubleshooting traffic screen issues/questions.
● Templates & Configuration · 1 capability
Library Update
ReadChange
A user is able to kick off a promo library update directly from their chat in Mo.

*Mo can act on user request. An automatic push to update the library before an optimization is not factored into skills for June.
Outside the June release

A small number of early ideas weren't included in this release — some require additional integrations, some are in the pipeline, and some may evolve based on how the team uses Mo. These are noted here for transparency.

Capability
Status
Context
○ Creative Management
Optimize by Designated Hours
Not in June
Part of Optimizer function — not factored into Mo's training yet. This specific ask would require an AWM enhancement as well (Mo needs the AWM capability just like a human user does).
○ Monitoring & Validation
Graphic Blowout Alerts
Not in June
Not factored into skills for June; would require integrations for alerting. Less common scenario specific to USH team.
○ Templates & Configuration
Custom Hours Decision Support
Not in June
Not factored into skills for June.
Flag Updates or Modifications to Formats
Not in June
Not factored into skills for June.
Templates — Find / Replace / Add to / Delete
Not in June
Not factored into skills for June.
Template End Date Notifications
Not in June
Not factored into skills for June. Proactive alerting will be available in future versions of Momentum or with integrations (Gmail, Slack).
○ Compliance & Admin
SOX User Certification
Not in June
Not factored into skills for June.
MOMENTUM · EARLY ACCESS GUIDE
Questions? Reach out directly — or just ask Mo.