Our clients use AI tools every day now. Their expectations of their media partner have moved with it: more depth, faster answers, more strategy. We weren't going to get there by asking consultants to work harder. — Charles Prudat, Director, Artefact

Artefact at a glance

Artefact is an independent agency and AI consulting firm, headquartered in Paris and founded in 2014, with 2,000+ consultants, data scientists and engineers across 26 countries. It combines media and marketing activation with data and AI consulting for around 1,000 clients, including Samsung, L'Oréal, Orange and Sanofi.

As an independent agency, Artefact's positioning is deliberately consulting-led: senior expertise, custom set-ups for each client, and best-in-class tooling chosen for the client. That positioning is what makes it an early adopter of AI in media operations.

Challenge: a manual operating model that could no longer keep up

The bar for a media partner has moved. Clients now expect answers within the hour, set-ups executed the same day, proactive recommendations rather than weekly account management, and help on domains that weren't in scope a few years ago: creative strategy, CRO, incrementality.

Artefact was meeting that bar with a largely manual operating model. Consultants pulled and consolidated data across platforms, uploaded creatives, rebuilt the same recurring decks every week, ran daily budget and delivery checks, and reconciled billing. All of it necessary, and all of it absorbing a large share of every consultant's week, most of it at junior level.

As expectations rose, the response was to ask the team to do more. That has a ceiling ans scaling headcount doesn't solve it either as the strategic bandwidth they want comes from experienced people, not more hands.

Asking consultants to simply do more isn't sustainable. Without changing how we operate, there is not enough bandwidth to deliver the strategic support our clients now expect.

Solution: delegate execution, seniorize expertise

Rather than build an internal tool, Artefact chose to delegate the execution layer to Massive Dynamic and reorganize around where its consultants have the highest impact: judgement.

Massive Dynamic now works on two fronts across Artefact's paid media accounts.

Execution handled by agents

• Pulling and consolidating performance data across Meta, Google and other platforms

• Uploading creatives and setting up new ads from the campaign cockpit

• First drafts of recurring client slides, weekly reports and campaign wrap-ups

• Daily budget monitoring on every line, with on-track / off-track status and recommended adjustments each morning

• Alerting on execution issues directly in the team's Google Chat

Analysis delivered as findings

The platform monitors performance continuously and does the first analytical pass, so consultants start from findings rather than from raw exports.

On a large mobility advertiser account, Massive Dynamic handles the analytical heavy lifting and acts as a thought partner on campaign reports. Consultants spend their time on the questions that matter: how much did seasonality contribute? What is the right benchmark? Why is one market underperforming? Which creatives actually drove conversion, and why?

On a global beauty advertiser account, weekly SEA reporting tiers market performance, runs CPC anomaly detection and breaks down PMAX at the asset level. Consultants spend the reporting cycle on recommendations for underperforming markets instead of assembling the deck.

Results: the same team producing more strategic work

By removing operational load and surfacing what needs attention automatically, the team has moved from reactive to proactive account management.

• [X] hours per consultant per week freed from operational work and reinvested in strategic work

• Zero budget or creative execution errors observed on accounts where daily monitoring was deployed

• Faster reaction to performance issues: anomalies are flagged the morning they appear rather than at the next weekly review

Productivity gains are great, but the biggest impact is that senior experts can now dedicate most of their time to highly differentiated work for our clients.