Direct-to-consumer (D2C) brands leaning on AI saw a major payoff this Black Friday/Cyber Monday (BFCM), thanks to MAI.co, a platform that deploys autonomous AI agents to optimize Google Ads campaigns. On average, MAI customers reported 63% revenue growth compared to last year, with some brands seeing 6x year-over-year increases.
Autonomous Optimization at Scale
MAI’s AI agents constantly fine-tune campaigns in real time, reviewing 39.1 campaigns per client and performing 32.4 daily optimizations on average. That level of automation dwarfs what typical performance marketing teams or agencies can manage—especially over a high-pressure holiday weekend.
“The transparency provided through daily updates has been incredibly valuable,” said Daehee Park, CEO of Boring Mattress. “It gives clear insight into how the agents make optimization decisions, while allowing us to triple daily spend and maintain strong performance.”
Reinforcement Learning Powers Continuous Growth
MAI’s platform leverages reinforcement learning and fast, continuous feedback loops to automate traditionally manual marketing tasks. By detecting trends, anomalies, and opportunities instantly, the agents free marketers to focus on strategy, product development, and messaging, while the AI executes high-frequency, high-accuracy adjustments.
“AI solves the ‘toothbrush problem’—the constant need to manually check performance metrics,” said Yuchen Wu, co-founder and CEO of MAI.co. “Our autonomous agents handle the tactical execution, allowing humans to focus on strategic growth.”
High-Stakes Vigilance
During BFCM, MAI agents also acted as real-time sentinels. They flagged issues like dramatic drops in conversion rates due to broken website elements faster than internal monitoring systems could detect them.
“MAI felt like part of our team,” said Avi Arora, COO of Italic. “During Black Friday, they were incredibly responsive, helping us understand where to push and where to pull.”
Delivering Enterprise-Level AI to Growth-Stage Brands
MAI’s platform brings sophisticated AI and data science capabilities, traditionally reserved for enterprise marketers, to growth-stage D2C brands, ensuring budgets are allocated efficiently and campaigns scale profitably—even when managing thousands of SKUs.
For brands relying heavily on Google Ads, MAI is proving that autonomous AI agents aren’t just a nice-to-have—they’re becoming essential for high-volume, high-stakes e-commerce periods.
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