Spotify · AI product · Mid · 45 to 60 minutes

How should Spotify simplify ad campaign setup?

Spotify is a music and audio streaming platform that also sells advertising to brands and businesses. Answer this product management case and get it graded line by line against a weighted rubric.

Product strategy
AI product judgment
Systems thinking
Metrics design
Stakeholder management

The situation

You are a PM in Spotify Ads. The GM for advertising has asked you to propose how campaign planning should work next year. Today, a self-serve advertiser must fill in more than 20 fields before launching a campaign, and many small businesses do not know how to choose goals, budgets, audience settings, formats, or dates. At the same time, similar planning decisions are being made in three separate places, Ads Manager, sales-assisted tools, and internal workflows that support programmatic and planning teams. Each surface uses overlapping logic, but the logic is maintained separately and keeps drifting. Historical campaign data exists inside Spotify, yet it is not surfaced when advertisers plan. Leadership wants a recommendation now because new AI capabilities could make campaign setup simpler, but trust, speed, and consistency matter. A wrong recommendation can waste spend, create a poor first-run experience, or force teams to rebuild the same intelligence in multiple tools again. You need to recommend what product to build first, where the decision logic should live, and how to balance user experience, accuracy, and operational complexity.

What to produce

Write a 1 to 2 page product strategy memo.

Your answer must

Identify the primary users and prioritize the first workflow to improve, with rationale across self-serve, sales-assisted, and programmatic contexts.
Recommend a product approach for translating advertiser intent into campaign parameters, including how users provide input and how they review or edit the output.
Propose a high-level system design that shows where planning logic should live, what existing Spotify ad services it should call, and how to avoid channel drift over time.
Define 3 to 5 success metrics and 2 to 3 guardrails covering speed, adoption, recommendation quality, and business risk.
Describe rollout, trust, and failure handling, including what happens when the system is missing information or produces low-confidence recommendations.

Constraints

Must work with three existing ad channels that share core planning decisions but use different surfaces today.
Must reuse current execution services for campaign creation, forecasting, and audience selection rather than replacing them.
Historical campaign performance data exists but is not perfectly real time or unified in one place.
This phase can change planning and setup, but not ad auction mechanics or available inventory.

Format

Use clear section headings. Include one simple diagram or bullet list for the proposed system design.

How Spotify actually played it

Looks at how Spotify turned a long ad form into a plain language flow run by specialist agents.

Split work among specialist agents
Put shared logic in one layer
Replace forms with intent input

Built from Why Is Spotify Using 6 AI Agents For Building Ad Campaigns? by Sid Arora.