Innovid launched NIVO AI on Thursday, an orchestration layer designed to automate the manual spreadsheet work required to execute creative campaigns. By connecting specialized AI agents through natural language prompts, the tool aims to eliminate the administrative bottlenecks that slow down ad delivery and optimization.
Anyone who has not had to manually configure creative assets for a campaign should consider themselves lucky, said Ajinkya Joglekar, chief marketing officer at Optimum. He described the traditional workflow as a "very manual process" of going row by row through a spreadsheet to designate titles, specs, and tagging before uploading files to various platforms.
NIVO removes the spreadsheet entirely. The system automates these tasks through a natural language interface that resembles standard chat tools. The name itself is a blend of "innovation" and "Innovid," chosen to give the tool a humanized persona that users can refer to by name, according to Innovid president Grant Parker.
Connecting specialized agents
The system connects creative, delivery, and measurement agents to build a real-time feedback loop. This allows platforms to personalize and optimize creative at a scale previously unreachable for Optimum, Joglekar said. Companies exploring AI Agents & Automation solutions can use this orchestration layer to connect specialized functions without building custom infrastructure.
For example, the system can track signals like geography and viewing history to serve unique ad mixes. If a viewer is an avid New York Rangers fan, the tool might target them with a local channel offering. A viewer who frequently watches news might see ads for Fox News or CNN instead.
"All of a sudden," Joglekar said, "you can start to merchandise differently," down to the sub-segment level. Teams looking for AI for Creatives tools can use this system to bypass the manual data entry that traditionally slows down campaign launches.
Building the infrastructure for delivery
Optimum has used the tool to draft and finalize creative for new campaigns, cutting its campaign execution time by approximately 80 percent, Joglekar said. This speed allows ads to carry more urgency, such as targeting sports fans with messaging to watch a game happening that same night.
At its core, NIVO aims to resolve the bottleneck of content creation by giving that content a better path to delivery. Parker compared previous content creation tools to a self-driving car with no roads. "What we feel like we've done," Parker said, is "build the highways."
Why this matters for creatives
For creative professionals, this technology removes the administrative bottleneck of manually tagging and uploading assets row by row. By eliminating the spreadsheet stage of campaign execution, teams can redirect their hours toward actual concept development and rapid iteration, rather than data entry.
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