From 40 Days to 4 Hours—How Jellyfish’s AI Agents Are Rewiring Media Buying

Jellyfish, a Brandtech Group agency, is leaning into AI for efficiency — and the results are eye-opening. By automating tasks traditionally handled by junior media buyers — like campaign setup, reporting dashboards, and daily budget optimization — Jellyfish has slashed campaign launch times by a massive 65%. Instead of waiting up to 40 days, clients can now launch with dashboards in place the same day. These AI agents work across Google, Meta, and Amazon, handling over $2 billion in media spend with human-like precision but at machine speed.

The numbers back up the transformation: a 22% cut in infrastructure costs and a 30% bump in campaign performance, all thanks to AI that updates every 15 minutes and corrects errors in real-time. These agents are essentially digital employees — trained like human hires via APIs and automation frameworks. They set up IOs, assets, audiences, and targeting just as a media buyer would. A taskforce of 30-40 people can now be replaced with a lean team of four, supported by these tireless digital assistants.

Even with this automation surge, human oversight isn’t totally out. AI agents follow pre-set KPIs and budget rules but still rely on humans for strategic pivots like shifting between platforms or testing new audiences. As a bonus, Jellyfish is cultivating a new breed of talent: the “multi-modal strategist,” a hybrid role synthesizing retail, social, and paid media insights. It’s not just AI that’s evolving — the teams are too, adapting to a world where being part data wrangler, part creative whisperer is the new norm.

Read more at AdWeek.