PropellerAds has expanded the capabilities of its AI-powered assistant, NIKO, transforming it from a campaign setup tool into a full-fledged campaign co-pilot capable of managing digital advertising workflows through conversational prompts. The update reflects the growing shift toward agentic AI in advertising, where AI systems are increasingly handling campaign execution, optimisation and management alongside human marketers.
Initially introduced in June 2026 as an AI assistant for launching advertising campaigns, NIKO was designed to simplify onboarding and campaign creation using natural language. With the latest upgrade, the platform has extended NIKO's functionality beyond campaign setup, enabling advertisers to create, edit, monitor and optimise campaigns across multiple advertising formats from a single chat interface.
The upgraded assistant now supports Push Notifications, Onclick (Popunder), Telegram Ads, Interactive Ads and Paid Social Traffic campaigns. Rather than navigating multiple dashboard menus, advertisers can manage campaigns conversationally by specifying targeting preferences, budgets, scheduling and creative changes directly through chat. According to PropellerAds, the enhancement is intended to reduce manual work while allowing marketers to focus more on campaign strategy and performance analysis.
Among the new capabilities are advanced targeting controls covering geography, city, operating system, browser, device type, language, internet service provider, connection type and VPN or proxy filtering. Users can also configure dayparting schedules, set daily and lifetime budgets, manage creatives, create or edit whitelists and blacklists, and clone existing campaigns without rebuilding them from scratch.
The company has also enhanced NIKO's recommendation engine. The AI assistant can now provide bid recommendations, estimate traffic volume, suggest test budgets and retrieve campaign performance metrics or account balances on demand. PropellerAds said NIKO has been trained using the company's knowledge base, enabling it to answer platform-specific questions and recommend campaign strategies tailored to an advertiser's objectives and industry vertical.
According to PropellerAds, internal testing has shown measurable productivity gains for advertisers using the conversational interface. The company claims campaign drafts can be generated up to 11 times faster than manual workflows. It also reported that advertisers who provide more detailed campaign information to NIKO have recorded up to 144% more conversions compared with users offering minimal input, while AI-assisted campaigns have generated two to four times higher revenue than manually configured campaigns in its internal evaluations. These figures have been reported by the company and have not been independently verified.
The update comes amid growing adoption of agentic AI across the marketing technology ecosystem. Rather than functioning solely as content generation tools, AI agents are increasingly being integrated into operational workflows, allowing them to execute repetitive marketing tasks, optimise campaigns in real time and assist marketers throughout the campaign lifecycle. Industry observers view this transition as one of the next phases of AI adoption in advertising technology.
PropellerAds said advertisers remain in control of campaign decisions despite the expanded automation. The AI assistant performs actions only after user approval, positioning the tool as a collaborative assistant rather than a fully autonomous system. The company indicated that future updates will continue expanding NIKO's capabilities based on customer feedback and evolving advertiser requirements.
With advertising platforms increasingly embedding AI into campaign planning, targeting and optimisation, the latest upgrade underscores how conversational AI is evolving from a support feature into a central interface for managing digital marketing operations.