People often ask me what our current platform partner, Amazon, and future potential partners like Google and Walmart think about Gigi. The answer is that they're thrilled to partner with us. When I ask why, the response is clear: "You solve our enterprise customers' biggest problem."

When you build an advertising business approaching (Amazon) or exceeding hundreds of millions in managed spend (Google), complexity for customers to navigate these platforms naturally emerges. There are too many levers, too much surface area, too many combinations of decisions happening simultaneously for a scaled agency across a portfolio of clients. Managing that complexity at an expert level requires people who have spent years inside these platforms. That expertise takes time to develop and it does not scale easily, and so the problem we solve for these platforms is removing constraints on human expertise.

So for years, platform partners have operated on two tracks. The first is the easy button: PMax for Google, full-funnel auto campaigns on Amazon. These products are excellent at raising the floor. SMBs and mid-market brands can activate and get reasonable results without expert hands on keys. The second is the enterprise motion: providing strategic levers for experts representing the most sophisticated and complex brands in the world to achieve optimal results guided by human judgment. The floor-raising problem for SMBs is largely solved. But raising the ceiling for enterprises at scale remains a challenge.

We feel the effect of this ceiling being hit viscerally by our recently onboarded agency partners. Our sales pipeline has accelerated materially over the last 90 days. We are closing deals with some of the largest agencies in the world. When I ask some of them why now, why did this go from something worth exploring to something they need immediately, the answer is never "we need to cut headcount." The answer is the opposite. The demand for their services is growing faster than they can staff to meet it. The demand for their expertise outstrips the supply of human capital they can create by hiring and training naturally. We, in effect, allow them to meet this demand with token capital.

In turn, for our platform partners, we expand their addressable enterprise market. Every additional agency that can operate at an expert level across a platform is more spend on that platform, more client retention, more category growth. We remove the greatest constraint these platform partners require of their end users: human expertise at scale.

Our platform partners know their growth runs on two tracks. Easy buttons for SMBs to get started. And enterprise capabilities that scale without a headcount ceiling. Gigi is what makes the second track possible.