Could AI Media Managers Be the Future of Amazon DSP and Advertising in General?
Since the start of my career in advertising and ecommerce, every agency I’ve worked at has invested in technology to improve efficiency and save time. The goal has always been the same: streamline workflows and free up account managers to focus on more strategic work.
Over time, automated reporting tools made it possible to produce client reports with minimal edits. Platforms like Skai (formerly Kenshoo) and Google Marketing Platform enabled bulk changes and leveraged machine learning to optimise campaigns daily, reducing the need for manual intervention. Since then, AI has advanced rapidly, offering even more flexibility and opening the door to further automation in campaign management.
Many advertisers now use AI to analyse data, automate tasks, and even write code—just to name a few examples. Recently, we saw the launch of an AI tool called Gigi, currently in closed beta, designed to support agencies in managing Amazon DSP. Its creators recognised that account managers still spend too much time on repetitive tasks like creating new line items, uploading creative assets, or generating reports. Gigi aims to remove these manual steps by applying rule-based automation.
In theory, this is a welcome development. These processes are predictable and rules-driven which offer a perfect opportunity for efficiency. That said, I remain cautiously optimistic. AI can be mistake prone. I have found this first hand when using ChatGPT for some calculations in which returned completely different numbers vs what I originally shared. With ongoing testing I expect AI will take on more of the day-to-day responsibilities of account managers, allowing them to focus on driving growth and developing client relationships.
This shift isn’t about replacing people, it’s about enhancing what they can do and those that harness this technology will position themselves for greater career development in time. Tools like Gigi are a big evolution in the way that digital advertising is carried out, and I’m excited to see how it develops.
