Agentic growth management at Adjust | Adjust

At MAU Vegas 2026, Adjust's SVP of Revenue Alex Li unveiled 'Agentic Growth Management,' an AI-powered system designed to transform campaign optimization from a manual, repetitive cycle into a continuous, goal-oriented workflow. The core premise is that growth teams face increasing operational complexity as they manage multiple channels, geographies, and audiences—leading to delayed actions on data insights. Adjust's solution begins with a marketer defining a specific business goal (e.g., increasing revenue by X% over a period), after which the system assesses feasibility and sets guardrails.

The system then enters a continuous loop: analyzing performance data, generating hypotheses (e.g., scaling high-performing campaigns, reducing underperforming spend, refreshing fatigued creatives), recommending actions with supporting context, and executing upon marketer approval. The impact is tracked in real time against the original goal, and learnings are fed back into future decisions. As the AI's confidence grows, marketers can automate more steps, eventually enabling 'Autopilot' mode for fully automated execution.

Key data points: the system operates across all channels, measures results continuously, and uses a confidence-based automation ramp. Actionable takeaways: For ad ops decision-makers, this means potential reduction in manual workload, faster reaction to performance signals, and the ability to focus on strategy rather than day-to-day optimization. While still in development, the concept promises to align UA efforts directly with revenue objectives, addressing the industry's need for efficiency and scalability in growth management.