Adjust Agentic growth management: Campaign optimization to business goals

At MAU Vegas 2026, Adjust’s SVP of Revenue Alex Li delivered a keynote presentation to introduce a new concept we’re building at Adjust; our AI solution for agentic growth management. 

This is a challenge every growth team understands. User acquisition (UA) has become increasingly sophisticated, yet much of the day-to-day work is executed across multiple platforms and tools. Teams monitor performance, adjust budgets, test creatives, evaluate results, and repeat the process across multiple channels and campaigns. While the tools supporting these workflows have improved, the operational burden has not necessarily become lighter. 

During his keynote, Alex shared Adjust’s vision for connecting analysis, recommendations, and execution into a continuous, agentic optimization workflow.

Successful growth teams operate within a continuous optimization cycle across campaigns, channels, creatives, and budgets. Performance data is analyzed, opportunities are identified, campaigns are adjusted, results are measured. Then the process starts again.

Agentic growth management begins with a goal.

A user acquisition manager defines a business objective such as increasing revenue, improving ROAS or reducing inefficient spend. Once that objective is established, the system enters a goal pursuit workflow.

Rather than functioning as a reporting function the system continuously works toward the target outcome. It analyzes performance data, identifies opportunities, generates hypotheses, recommends actions, measures results, and incorporates those learnings into future decisions.

Teams can then review recommendations, approve actions, or (particularly in early stages) make any changes necessary. As the AI confidence grows and feedback loops mature, more responsibilities can shift toward automation. Over time, the marketer's role evolves from personally executing each optimization to supervising a system that continuously works toward defined business goals.

The workflow starts by setting a specific goal for the app you want to start working on. 

You can define a target, such as increasing revenue by a set percentage over a specified period. Before the cycle begins, the system assesses feasibility and highlights whether the objective is realistic based on current performance signals.

Teams can also set guardrails around how the system operates, helping ensure optimization remains aligned with business requirements.

Once approved, the goal pursuit cycle begins.

With a goal in place, the system starts analyzing performance data and generating recommendations designed to move toward the target outcome.

These recommendations may involve scaling and increasing budget on campaigns that are performing efficiently, reducing spend where performance is lagging, or refreshing creative assets showing signs of fatigue. Each recommendation includes supporting context, helping marketers understand both the reasoning behind the action and its expected impact.

Teams remain in control throughout the process through the ability to review, approve, and apply recommendations before execution.

Once changes are implemented and recommendations are executed, the system tracks their impact against the original objective and continuously evaluates performance. Goals can be monitored in real time, allowing teams to see which initiatives are progressing as expected and which may require a different approach.

As the agent’s confidence increases, marketers can choose to automate more of the process, allowing optimization cycles to run with less manual intervention while maintaining oversight of outcomes. You can even opt to ‘Hand it to Autopilot,’ allowing all confident hypotheses to be rolled out by the agent directly.

Growth teams already know what needs to be done. The challenge is finding the time to do it all. Agentic growth management is designed to close that gap.

To learn more, please contact your Adjust account manager or get in touch here.