The news: Yesterday, Skai announced Celeste AI, a generative AI-powered marketing agent aimed at simplifying the complexities of commerce media.

• Celeste functions as a 24/7 marketing analyst, delivering strategic recommendations and automated reporting within seconds.
• The system analyzes performance data from over 200 publishers, layering in competitive intelligence and historical cross-channel insights.
• Beta users reported performance improvements ranging from 30% to 50%, highlighting the technology’s impact on campaign optimization and marketing agility.
• Skai president Gil Sadeh told EMARKETER that what once took marketing teams an entire day can now be accomplished in less than a minute.
• Celeste is currently in closed beta with key partners and will be officially introduced at Skai’s ShopAble event in New York City on May 14.

Why it matters: Celeste’s arrival comes at a time when marketers are struggling to manage fragmented commerce ecosystems—and GenAI could be a solution.

• The surge in commerce media channels and data sources has made campaign optimization more difficult and time-consuming than ever.
• With US commerce media ad spending surging 21.8% this year, optimizing those dollars will become increasingly important.
• According to McKinsey, 28% of global marketers already use GenAI for media optimization—an area Celeste targets directly.
• Optimization, segmentation, and analysis are some of the top use cases for AI within a campaign lifecycle, per recent IAB data.
• App marketers echo this view, with 20% citing creative optimization as their top benefit from GenAI, and 15% highlighting its use in development and coding.

Our take: Celeste AI stands out for how it purports to solve many commerce media problems simultaneously.

• While most GenAI tools focus on a single function like content creation or workflow automation, Celeste combines cross-channel intelligence, reporting automation, and optimization insights into one agent.
• Skai’s Celeste is part of a larger movement towards AI agents in business environments. Thirty-seven percent of US top executives see AI agents playing a central or complementary role in their businesses this year (see chart).
• By offloading repetitive data tasks to agents, marketers can redirect energy toward strategic planning, creative development, and revenue-driving decisions.

Go further: Read our US Commerce Media Forecast 2025.