Spotify builds multi-agent Ads AI to automate media planning from 15–30 minutes to seconds
Spotify's ads platform re-implemented the same core planning decisions per buying channel and surface, causing logic to drift over time and leaving no unified intent layer to orchestrate advertiser goals consistently. Advertisers also had no optimization guidance and faced complex multi-screen configuration flows.
Hard-coded happy paths per channel could not capture the combinatorial nature of ads planning, and freezing the probabilistic, ML-dependent ads logic into a static decision tree was recognized as brittle and unmaintainable.
The multi-agent Ads AI system reduced media plan creation time from 15–30 minutes to 5–10 seconds and cut required user inputs from 20+ form fields to 1–3 natural language messages, grounding recommendations in historical performance from thousands of campaigns.
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Frequently asked questions
What did this team achieve with this AI workflow?
The multi-agent Ads AI system reduced media plan creation time from 15–30 minutes to 5–10 seconds and cut required user inputs from 20+ form fields to 1–3 natural language messages, grounding recommendations in histor…
What tools did this team use?
Ads AI, Google ADK, Vertex AI, Gemini 2.5 Pro, gRPC, Google Cloud, PostgreSQL, Apollo, RouterAgent, MediaPlannerAgent.
What results were reported?
Media plan creation time (agentic): 5-10 seconds; Media plan creation time (manual baseline): 15-30 minutes; Required user inputs (agentic): 1-3 natural language messages; Required user inputs (manual baseline): 20+ (source-reported, not independently verified).
What failed first in this deployment?
Hard-coded happy paths per channel could not capture the combinatorial nature of ads planning, and freezing the probabilistic, ML-dependent ads logic into a static decision tree was recognized as brittle and unmaintai…
How is this marketing ops AI workflow structured?
Advertiser submits natural language brief → RouterAgent classifies request → Resolution agents extract campaign dimensions → MediaPlannerAgent generates optimized recommendations → Optimized media plan delivered.