• by Laurie Sullivan  @lauriesullivan, April 2, 2025

Skai, an omni-commerce media platform, has introduced a generative AI marketing agent the company calls Celeste AI that is designed to change how brands and agencies navigate commerce media.

Acosta Group, Advantage Solutions, Tinuiti, and WaterWipes are among the first to use Celeste’s advanced capabilities. The AI agent is in closed beta with about 40 brands and agencies.

Guy Cohen, chief product officer at Skai, said Celeste has been in development for several years. 

“It delivers insights, recommendations, and it’s like having a personal expert that understands every channel, every publisher, every product, every audience,” Cohen wrote in an email to MediaPost.

The agent answers questions like “what are my biggest growth opportunities across retail media” or “where should I shift my budget to maximize ROI?” and “how should I allocate a 50% budget increase across channels.”

Commerce media has begun to reshape advertising. In Skai’s 2025 State of Retail Media Report 2025, insights from brands and agencies on commerce media strategies shows that commerce media is becoming a bigger focus for advertisers as they realize its impact and the potential it has to grow brands and convert to sales. 

McKinsey estimates that GenAI will boost marketing productivity by 5% and 15% of total spend.

To make decisions, Celeste leverages each client’s performance media data from retail media, paid search, and paid social, as available in their Skai platform. Data is secure, private, and accessible only to the respective client or Celeste user. No client or Celeste user’s data is ever shared with other clients or third parties.

Celeste, named for the inspiration celestial illumination symbolizes, the agent combines large-language models with Skai’s proprietary data intelligence, real-time signals from more than 200 publishers, and cross-channel insights to help marketers make smarter, faster decisions.

The name comes from the Latin word meaning “pertaining to the sky” or “heavenly” and fits in with our name of Skai.

Celeste does not currently connect with other agents. Today it operates as one AI-powered agent supporting media teams. That will change.

“It will eventually evolve into a multi-agent system, with specialized agents handling tasks like planning, forecasting, activation, and measurement,” Cohen explained. The company also “envisions Celeste integrating with clients’ custom AI agents in the future to create a more intelligent commerce media ecosystem.”