Strategic AI Transformation:
Make Smart Proposal Smarter

I led the design strategy for an AI-powered suite to unify a fragmented AdTech ecosystem post-merger, transforming a manual 8-step proposal process into a high-conversion 4-step intelligent workflow. The project became the company’s flagship success story, cited as a core driver for post-merger synergy and market-ready innovation.

A media seller's day is a high-velocity balancing act between strategic consultation and manual data entry. They must translate an advertiser’s vague marketing goals into a technical media plan.

Reps were struggling to hit aggressive KPIs. They lacked a “single source of truth” for complex ad-tech product knowledge and real-time objection handling. Following the two companies’ merger, our product faced a steep hurdle: I was tasked with defining how Generative AI could bridge this knowledge gap without disrupting existing high-pressure workflows.

The SmartProposal feature automates the creation of media proposals by utilizing historical campaign data to suggest specific ad tactics, geographic targeting, and budget distributions. The tool functions as an integrated research and planning assistant that replaces manual data entry with recommendations based on previous successful local and national outcomes. Once a strategy is selected, the platform allows the user to convert the digital proposal directly into a live campaign order, streamlining the transition from the sales pitch to technical fulfillment.

I architected a three-pillar design roadmap that allowed us to test, learn, and scale AI capabilities while maintaining user trust.

My AI-driven prototyping and building approach made the new AI suite a core selling point and a flagship success story for the merger’s synergy.

I leveraged and personally contributed PRs to ensure a unified visual identity across merged legacy systems. I collaborated with engineers to implement streaming UI states for a seamless AI experience.