Observed Signal · Nov 3, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Alchemist Media Labs Launches AI Platform for Media Work
Alchemist Media Labs (AML) is a MarTech startup founded by former Netflix and Warner Bros executives Joe Pawlas (CEO) and Matthias Wass von Czege (COO). AML is building a Media Operating System that connects advertisers and agencies to inventory from more than a dozen social, video, CTV, and streaming platforms. The system includes an inventory quality rating, AI-assisted budget distribution, and a real-time campaign dashboard for transparency. Operated as a managed service, AML also promises centralized reporting and access to additional platforms, along with AI-enabled features for smarter media decisions. In the long term, the company plans self-service access for smaller budgets and gradual automation of planning, buying, deployment, and optimization via AI Agents. AML frames its mission as addressing fragmentation in the video ecosystem and the growing influence of AI tools in media planning, emphasizing impact over illusion. Pawlas previously led Netflix Ads; Wass has held roles at Warner Bros., Google, and PIA Advertising.
Launch of a new MarTech AI platform enabling cross-platform media planning and inventory access.
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Key Takeaways & Evidence Grounding
- AML founded by Joe Pawlas (CEO) and Matthias Wass von Czege (COO); both are former Netflix and Warner managers.
- Media Operating System connects inventory from 18+ platforms including Amazon, Disney+, Netflix, RTL+, and Joyn.
- System includes an inventory quality rating, AI-assisted budget distribution, and a real-time campaign dashboard.
- Offered as a managed service with centralized reporting; plans for self-service access for smaller budgets in the future; AI Agents to automate planning, buying, deployment, and optimization.
- Founders’ backgrounds: Pawlas led Netflix Ads (CMO/VP DACH); Wass previously at Warner Bros., Google, and PIA Advertising.
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Alchemist Media Labs Transforms AdTech with AI Innovations
Alchemist Media Labs (AML), a Hamburg-based MarTech startup founded by former Netflix and Warner managers Joe Pawlas and Matthias Wass von Czege, aims to translate traditional media agency workflows into AI-driven technology. AML's Media Operating System offers a single interface to inventory across social, video, CTV, and streaming platforms. It provides an inventory rating for placement quality, AI-assisted budget allocation, and real-time campaign performance insights. Agencies can use the platform for cross-platform reporting, automated optimizations, and access to additional inventory sources, with a plan to extend to self-service for smaller budgets. At launch, AML is connected to 18 platforms including Amazon, Disney+, Netflix, RTL+, and Joyn, and is working with initial brands in the media and entertainment sector under a managed-service model. The founders stress addressing fragmentation and making effective advertising more accessible and measurable.
Everscreen AI Enables CTV Ads for Small Budgets
Hamburg-based Alchemist Media Labs, founded in 2025 by Matthias Wass von Czege and Joe Pawlas, has launched Everscreen.AI, a self-service platform that simplifies Connected TV and streaming bookings for smaller advertisers and agencies by removing minimum booking volumes and centralizing inventory access. The interface aggregates inventory from 18 streaming providers — including Netflix, Amazon Prime Video, Disney+, Twitch, RTL+ and Joyn — and routes buys through multiple DSPs (Amazon DSP and The Trade Desk at launch; Google DV360 planned). Everscreen.AI supports campaign planning, booking, optimization and reporting, and includes AI features (AI Creative Studio and an Agentic AI campaign builder) that recommend audiences and creative placements and can activate campaigns in under four minutes. The platform is available across Germany, Austria, Switzerland, the UK, France, Spain and Italy and has been beta-tested with partners such as El Origen.
AI Digital Launches AI Creative Studio for Programmatic Ads
AI Digital, an AI-native media consultancy, announced the launch of AI Creative Studio, a full-service creative production unit that embeds generative AI into media workflows to produce, adapt, and scale original content across TV-grade video, audio, display, social, and rich media. The studio combines generative AI tooling with human design and art direction to deliver briefs-to-publish-ready assets, support rapid mockups for pre-sale, automate format resizing and adaptation at scale, and convert user-generated content into optimized ad variations. Pricing is presented as clear and scalable, tied to programmatic media investment. The offering is built on a curated stack of generative AI tools (including Runway, ElevenLabs, Pika Labs, Kaiber, Claude Design, Bannerbear, and others) and is available to AI Digital clients immediately, with onboarding supported by the company’s creative and media teams.
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