Pacvue launches AI agent for commerce ad media teams

Pacvue has launched Pacvue Agent, an artificial intelligence tool for commerce media teams, with Amazon Ads workflows available at launch.

The software is designed to let brand and agency teams ask questions in natural language, receive recommendations, and carry out approved campaign changes within the same workflow. Users can access it inside Pacvue's platform and through Slack, where many teams already coordinate day-to-day decisions.

The launch extends Pacvue's artificial intelligence offering from reporting and explanation into recommendation and execution. The tool is intended to help users identify performance changes, understand likely drivers, prioritise next steps, and turn recommendations into campaign or budget updates under approval controls.

According to Pacvue, early adopters have used the product to complete some workflows up to 200 times faster, cut time to insight by up to 80 times, and improve performance by up to 54 per cent. The company also says it can reduce time spent on manual analysis and help teams work with Amazon Marketing Cloud data without requiring SQL expertise.

Chief Executive Officer Rahul Choraria said the product was developed as commerce media teams face growing pressure to deliver more with fewer resources.

"As commerce media scales, teams are under increasing pressure to deliver stronger performance with fewer resources, yet organizational silos continue to create significant operational drag," said Rahul Choraria, Chief Executive Officer, Pacvue. "Pacvue Agent unifies insights, recommendations, and execution within a single system, enabling teams to move faster while maintaining control and driving measurable outcomes."

Workflow shift

Pacvue positions the product as part of a broader operating system for commerce media, linking campaign, audience, and outcome data in one environment. In practice, users can ask why performance shifted, which campaigns or audiences were affected, and what action may be needed before sending recommended changes through approval-based processes.

Those guardrails are intended to preserve governance as teams move faster. The system also includes reporting features that generate structured summaries and visuals for wider stakeholder communication.

Amazon Marketing Cloud is one of the use cases Pacvue highlighted, as teams often need specialist SQL knowledge to build audience queries and analyse results. The company says the tool translates business questions into AMC-ready queries and interprets the results into suggested next steps.

Users from early customer deployments described time savings and closer coordination between brands and agencies. Hasbro said the tool has helped its team spend less time moving between dashboards and reports when diagnosing campaign changes.

"Pacvue Agent is raising the standard for AI in commerce media," said David Khoshpasand, Sr. Performance Marketing Manager, Amazon, Hasbro. "It's helping us manage media performance faster, save time, and surface more actionable insights. Instead of spending hours moving between reports and dashboards to understand what changed, I can ask questions in plain language and get clear answers on what shifted, why it happened, and what to do next. Most impressive has been its impact on collaboration with our agency team. We can identify low-performing targets faster, reduce wasted spend, and align more quickly on next steps."

The product also has a measurement angle for retailers and brands that want to use AMC data more directly. Pacvue cited Itsumo as a customer that used the tool to shorten preparation work for a major sales event by reducing the amount of SQL development required.

"Before Pacvue Agent, building AMC audience queries required significant and time-consuming SQL development effort that often delayed activation," said Yoshika Ieiri, Manager, E-Commerce, Planning Team, Itsumo. "With Pacvue Agent, we accelerated how we translate key business challenges into measurable action, saving 200+ hours as we prepared for the Prime Member Appreciation Sale."

Product direction

Pacvue also used the launch to outline work on Model Context Protocol, an emerging standard intended to connect company data with external artificial intelligence tools. It said it is working with customers and technology providers on that effort, while arguing that operational use of data matters more than simple access.

Chief Product Officer Sunava Dutta said Pacvue's approach is to place artificial intelligence inside the operational systems where media decisions are made, rather than adding a separate assistant on top of reports.

"Pacvue Agent is not a standalone chatbot layered onto reporting," said Sunava Dutta, Chief Product Officer, Pacvue. "It's embedded directly within the systems where commerce media decisions are made and executed. As these systems become more intelligent, humans focus on judgement and execution shifts from humans to software, with recommendations continuously tied to real outcomes. That's what makes the intelligence not just actionable, but accountable."