Adjust at MAU 2026: Agentic AI and mobile growth in Las Vegas | Adjust

Adjust returned as title sponsor of MAU 2026, a premier mobile industry event attracting thousands of app marketers and partners. The company's major highlight was Adjust SVP Alex Li's keynote on 'Agentic Mobile Marketing,' introducing Adjust's Agentic Growth Management. This approach uses agentic AI to automate campaign management decisions across budgets, bids, creatives, and targeting in real time, moving beyond manual optimization. The core argument is that the continuous growth loop is too complex and time-intensive to run manually at scale, making automation essential. The presentation positioned Adjust as the execution layer between data and action, enabling goal-driven management.

Beyond the keynote, Adjust’s booth and extensive side events—including co-hosted happy hours, workshops, and VIP dinners—facilitated deep-dive conversations on app growth, measurement, fraud prevention, and ROI. Attendees from gaming, ecommerce, fintech, travel, and health sectors engaged with Adjust's solutions, including its AI-driven automation, iOS & SKAN capabilities, CTV/OTT measurement, and deep linking. The week emphasized the mobile industry's accelerating shift toward automation and AI-first strategies. Actionable takeaways for ad ops decision-makers: evaluate agentic AI tools to optimize campaign performance, automate routine decisions to free up team focus, and integrate measurement layers that seamlessly connect data to actions. The article also teases MAU 2027's move to the Bellagio, signaling continued industry momentum.