Running a media buying agency on AI, with Worify founder and CEO Ashish Gaba

Worify is a media buying agency that says it has replaced its creative staff with AI tools. In this Affiliate Grand Slam podcast interview, founder and CEO Ashish Gaba explains how that shortened launches, why he likes YouTube Demand Gen, how an AI agent manages Google search keywords and which markets suit new affiliates.

In this episode

• Gaba began with blogging and SEO at 16, became a top Shopify affiliate, and went all in on media buying in 2019 after a Facebook change cut his pages' visits from 20 million to 200,000 (0:31, 1:03, 1:30, 2:01).

• He calls YouTube Demand Gen the most promising Google channel, since it reaches people at the discovery stage and is still cheap, much as Meta scaling works (2:30, 3:00, 3:32).

• The agency has 15 people, all media buyers, and no creative staff; he says a campaign now launches in under a day instead of over a week (3:32, 4:01, 4:31).

• He argues creative is the only real targeting left on Meta, and that AI can identify customer profiles, produce creatives for each and keep improving from past results (6:00, 6:30, 7:02).

• His team built an agent for Google search that adds negative keywords every night; after one week with human review and two on its own, it became one of its best campaigns (8:00, 8:31, 9:01, 9:32).

• Worify mostly promotes nutra and e-commerce in the US and Europe; he suggests newcomers start in Europe with cash on delivery, where tests cost less (12:31, 13:03, 13:30).

Interview from AGS Podcast by Affiliate Grand Slam, published on YouTube.