AppsFlyer has expanded its agentic AI offering with new tools that allow marketers to build customised AI agents, review the reasoning behind recommendations and approve actions before they are implemented.
The expansion of its Agent Hub includes the company’s first action-taking agent for advertising platforms and four new Model Context Protocol (MCP) capabilities, enabling marketing teams to access fraud, creative, campaign link and partner integration data through their own AI tools.
The latest release is aimed at giving marketing teams greater visibility and control as they increasingly adopt AI-powered automation. The tools can analyse campaign performance, investigate fraud spikes, identify creative fatigue and recommend changes to advertising campaigns.
“Marketing teams are moving from manual campaign orchestration to agentic execution,” said Inna Weiner, VP Product at AppsFlyer. “With this release, AppsFlyer is giving marketers trusted, agentic tools that can analyze, recommend and act on their data to deliver clear value for growth.”
Agent Hub enables customised workflows
Under the expanded Agent Hub, marketers can create customised agents by describing the marketing workflows they want to automate. These agents retrieve relevant data down to event level, analyse performance and deliver scheduled insights through Slack or email. They can also conduct root cause analysis and recommend corrective actions.
The company has also introduced the Apple Ads Share of Voice Agent, its first agent capable of implementing changes directly within an advertising platform. The tool estimates share of voice across keywords and geographies, recommends bid adjustments when performance falls short of targets and can apply approved changes directly in Apple Ads.
The agent is currently in closed beta and is available through AppsFlyer’s customer success managers. Changes are implemented only after approval from marketers.
Four new MCP capabilities
The four new MCP capabilities extend access to AppsFlyer’s data through marketers’ existing AI tools. They include Protect360 fraud data, creative-level performance information, OneLink campaign link creation and partner integration settings.
The Protect360 capability allows teams to examine fraud patterns across geographies and identify which validation rules have blocked the most fraudulent activity. Creative performance data provides insights into spending, reach, conversions, retention and revenue, helping marketers identify effective creatives and detect declining performance.
The OneLink capability allows marketers to generate campaign links from plain-language descriptions, subject to their approval before creation. The partner integration feature provides access to configuration details, attribution windows, postback rules and event mappings, helping marketing and support teams identify integration issues.
All four MCP capabilities are available through the AI assistant.
Gulf marketers among target users
Sarah Maina, Regional Manager, Middle East & France, at AppsFlyer, said the Gulf’s adoption of AI was particularly evident in its gaming, fintech and e-commerce app sectors.
“Few markets have embraced AI with the conviction of the Gulf,” she said. “That ambition is especially visible across the region’s fast-growing gaming, fintech and e-commerce app sectors, where marketing teams are eager to put agents to work. What they need now is the confidence that they can understand the reasoning behind every recommendation and approve actions before they happen. This release gives regional marketers that foundation, so they can scale agentic AI responsibly and in step with the region’s broader AI ambitions.”
AppsFlyer describes itself as a marketing technology company providing measurement, deep linking, data collaboration and AI-powered marketing tools. It says its platform is used by more than 15,000 businesses worldwide.
