Databricks agents cut HelloFresh's ad launch from seven people to one click.
Databricks published a customer film on 9 October about HelloFresh, the meal-kit company. In it, HelloFresh's Max Schultze says: "What used to be a seven-person launch process now happens in one click."
"We've gone from a week of reconciliation to under an hour on a Monday morning, and we are testing ads four times faster than before," he adds. That week went into matching ad spend figures across media, creative and finance tools, the film's description says, while weak ads stayed live on Meta for about 25 days.
HelloFresh started the AI agents on about two-thirds of its Meta budget. "Today, Genie and our agents are optimizing 100% of it," Schultze says, meaning all of its Meta ad spend. Maintenance work of 40 to 50 hours a week now takes one or two, by his account.
The film gives no spend amount or money saved, and does not say what the seven people do now. Nor does it say whether the faster reconciliation reaches invoices and the ledger, or stops at the marketing figures. Human approvals stay in the system, Databricks says. These are the two companies' own figures.
🎥 Video: Databricks, official YouTube channel · narration: AI voice
What the captions say
- HelloFresh runs eight meal-kit brands on three continents.
- Its marketers spent a week reconciling ad spend.
- Now it takes under an hour, the company says.
- AI agents on Databricks steer 100% of its Meta ads.
- They started with about two-thirds of it.
- Ads are tested 4 times faster than before.
- A seven-person launch process now takes one click.
- These are HelloFresh and Databricks' own figures.
