Open Market Gigi CEO Adam Epstein on Building a Verticalized AI Agent for Advertising
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Jan 28, 2026 Adam Epstein, CEO of Gigi — an ad-tech founder who built Perpetua and now leads a verticalized AI media manager for Amazon DSP. He explains why focusing on Amazon matters. Short takes cover selling agents versus SaaS, framing agents as job-focused tools, pricing and piloting AI, change management for longer pilots, and how account teams and prompting skills enable adoption.
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Vertical Focus Drives Early Traction
- Gigi is an AI media manager built specifically for the Amazon DSP to automate mundane programmatic tasks.
- Adam reports 700% growth since launch and an Amazon Global Technology Innovation Award as validation.
Start With Specific Painful Workflows
- Target narrowly defined workflows where human labor is painful and repetitive.
- Build agentic AI that augments those jobs rather than trying to be a broad system of record.
Sell Agents As Jobs Not Just Software
- Frame agents as replacements or augmentations of specific jobs on a team to make buying decisions clear.
- Map your agent to hiring needs so buyers can reallocate labor budgets to your product.