AI in media buying is becoming a bigger part of how Ashish Gaba, Founder of Worify, launches and scales campaigns. Gaba entered affiliate marketing at 16 after searching for ways to make money online. He started with blogging because he had no budget for paid advertising. From there, he learned SEO and moved into affiliate marketing, with Shopify becoming one of his first programmes. Within a year, he had become one of Shopify’s top affiliates. “I searched how to make money online when I was 16,” Gaba said. That curiosity kept pushing him into new channels and business models. Eventually, it grew into a performance marketing business focused heavily on Google, Meta, and now AI.
Another major part of his journey is content arbitrage. Gaba built websites and Facebook pages that eventually reached more than 80 million followers across the US and South America. At one point, those properties generated more than 20 million monthly visitors. Then Meta changed its algorithm, and monthly traffic dropped to around 200,000 visitors. By 2019, Gaba had fully shifted to media buying. He could test campaigns faster and understand profitability much earlier than before.
Many of Gaba’s current campaigns run across nutra and e-commerce in the US and Europe. But he sees the two markets very differently, especially for someone entering affiliate marketing today. Gaba considers Europe an easier place to start because affiliates can often test campaigns with smaller budgets. Many European markets also rely heavily on cash on delivery, while traffic can cost less in certain GEOs. “If any affiliate wants to start, it’s the best, I think,” Gaba said about Europe. That lower barrier gives new affiliates more room to test, make mistakes, and learn without immediately needing US-level budgets.
The US still offers considerable scale, but Gaba says affiliates usually need more capital to reach it. For those interested in the market, e-commerce offers several avenues. Affiliates can test dropshipping, owned inventory, or affiliate offers depending on their business model. Gaba’s team has also tested digital products and moved some one-off offers towards recurring subscriptions. Those models can create more predictable revenue when they operate. So for Gaba, affiliates should not choose a GEO solely because of its size. Testing costs, traffic prices, margins, and potential scale are the main factors to consider.
AI has driven some of the biggest changes inside Worify. A year ago, the business still relied on creative teams, developers, and video editors across campaign production. Today, AI in media buying supports or handles much more of that workflow. His team can now complete campaign launches that previously took more than a week within a day. “We can launch 5, 10, 20, like whatever amount of campaigns we want in less than a day,” Gaba said. The team now uses AI across landing pages, videos, static ads, and other creative work. That speed gives them more opportunities to test different ideas without waiting days for production.
His team also feeds past campaign data back into its AI systems. Previous results help shape what the system produces next. It can identify stronger creatives and filter weaker outputs before the team commits more budget. Gaba’s team has taken the same approach beyond creative production. They recently built an AI agent specifically for Google Search Ads. The team trained it using campaign information, landing pages, and data from across the wider funnel. That gave the agent more context than a standalone automation tool.
The team built the agent partly to manage the broader targeting created by Google’s AI-powered search tools. Those tools can quickly expand campaigns, but they can also surface irrelevant search terms. During the first week, a media buyer reviewed the agent’s suggestions and corrected its mistakes. The buyer also explained why certain negative keywords should or should not be added. After roughly a week of training, the team automated much of the process. According to Gaba, it became one of their strongest-performing search campaigns within three weeks.
For Gaba, AI in media buying will eventually change the media buyer’s role. He expects more execution to move towards specialised AI agents, while people focus more on strategy and oversight. Conversational tools could replace much of the dashboard checking, spreadsheet work, and manual account management happening today. Media buyers could instead spend more time on strategy while several specialised AI agents handle execution. “The dashboard will be a thing of the past for sure,” Gaba said. AI systems could eventually manage campaign creation, optimisation, reporting, and analysis using each company’s own data.
That does not mean Gaba expects human judgement to disappear. Teams will still need guardrails, oversight, and people who understand what the systems should actually achieve. He sees a future where marketers could hand a product to AI and let it manage much of the campaign process. But the full interview goes far beyond campaign launches and AI agents. Gaba also explains how his team tracks campaigns and handles attribution across multiple channels. Affiliate network postbacks, retargeting, product research, and connected AI agents also come into the conversation. The full podcast covers how those pieces fit together.
Gaba will continue the conversation at AGS during the panel session, Scaling Performance with AI-Driven Search & Demand Gen: The Modern Media Buyer’s Playbook. He will join Caoimhe Nugent, Senior Strategist at Google; Yahav Hartman, Founder of Madgicx; and Yinan Na, CEO of Creatify AI. The panel will explore how AI is changing search, demand generation, targeting, campaign management, creative, and performance measurement. These developments are already reshaping how media-buying teams work. Gaba’s interview offers a preview, with plenty more to unpack on stage at AGS.
The discussion forms part of Affiliate Grand Slam Rome, with TrafficStars, a global multivertical advertising platform operating across 200+ countries, joining as Main Sponsor.
Get your ticket today and hear more from Ashish Gaba and other industry leaders at the newly launched Affiliate Grand Slam, bringing 50+ expert speakers to Rome, 02–05 November 2026.
