Nexxen has announced major enhancements to its nexAI DSP Assistant, expanding the AI tool’s role across the full lifecycle of digital advertising campaigns and introducing a redesigned, AI-native user interface aimed at improving workflow efficiency and performance outcomes.
The ad-tech platform said the updated DSP interface is designed to “reduce operational friction, shorten onboarding time and provide a more intuitive environment” for traders and agency teams, while also laying the foundation for future product expansion.
The overhaul expands nexAI DSP Assistant beyond mid- and post-campaign reporting into pre-campaign setup, diagnostics and live optimisation. New features include automated quality assurance checks to catch misconfigurations before launch, deal troubleshooting tools to identify delivery issues, and embedded in-flight recommendations to improve performance in real time.
Karim Rayes, chief product officer at Nexxen, said the shift reflects the company’s strategy of combining proprietary data assets with AI-driven automation.
“Deterministic, high-fidelity signals – like real behavioural data and transaction-level insights – consistently outperform large but noisy datasets,” he said.
Rayes added that Nexxen’s approach is designed to improve outcomes “without compromising control or transparency”, emphasising that AI is being used to streamline workflows rather than replace decision-making.
Agency partner Division-D also pointed to early performance gains, noting the assistant is already being used across campaign planning, in-flight optimisation and post-campaign analysis.
Joey D’Alesio, manager of platform partnerships at Division-D, said: “It is rare to see AI implemented in a way that enhances trader decision-making rather than replacing it.”
He added that the system helps teams act on “live campaign data connected with Nexxen’s knowledge base in a way that is actually actionable”, while still keeping human control at the centre of optimisation decisions.
