AI Agents at Agency Jellyfish Cut Campaign Launch Times by 65%

Brandtech Group-owned agency Jellyfish is using AI agents to carry out media buying tasks across Google, Meta, and Amazon, from automating campaign setups to optimizing performance, significantly reducing the need for large teams and slashing campaign launch time by 65%.

The AI agent—which carries out and completes tasks on behalf of people—mimics the decision-making process of a junior-level media buyer. It handles an array of tasks, like organizing campaign data, setting up reporting dashboards, and adjusting budgets daily to avoid under or overspending—duties that once took weeks and demanded continuous human oversight.

“Clients launching a new campaign today can have a reporting dashboard set up the same day [with AI agents] instead of waiting up to 40 days,” said Jeff Matisoff, partner at Jellyfish. The agency manages over $2 billion in media budgets.

With the introduction of AI agents, what was once a time-consuming process, especially for performance marketers, is now completed in a matter of hours. This shift is changing ad-buying operations, enabling brands to quickly pivot and fine-tune strategies based on real-time data.

In line with this growing trend, The Brandtech Group has made significant strides in AI investment, including acquiring the generative AI-as-a-service platform, Pencil. CEO David Jones told Bloomberg last year that Pencil has managed over $2 billion-dollar media spend across 5,000 brands since 2018 and has created millions of generative AI-driven ads.

Jellyfish’s investments in AI agents are already paying off. The AI agents have reduced infrastructure expenses by an average of 22% and increased campaign performance by 30% across several clients, according to the agency.

“Our technology updates every 15 minutes, catching mistakes and fixing them in real-time,” Matisoff said.

Digital employees on the rise

The agency began integrating AI agents about eight months ago, treating them as digital employees. Just as new hires at Jellyfish are trained to log into platforms, set up audiences, and ensure brand safety, the AI agents learn these tasks through APIs and automated frameworks.

Once a client approves a plan—outlined in slides and spreadsheets—the agency’s human team traditionally logs into platforms like Meta or Google to set up campaign tasks such as insertion orders (IO), keywords, assets, and targeting. Now, the AI agents perform these same tasks automatically, carrying out media buying across Meta, Google, and Amazon—a majority of ad spend goes across these platforms, according to Matisoff.