Awin launches Ava AI assistant, upgrades affiliate platform

Awin has introduced Ava, an AI-powered assistant for affiliate marketing, alongside new platform features focused on commission flexibility, tracking accuracy and integration upgrades.

Ava is currently available to all UK customers on Awin's platform, with phased global rollout planned. Described as an intuitive assistant, Ava is designed to provide instant support and serve as a strategic advisor to boost users' campaign strategies and decision-making processes.

The unveiling of Ava comes as a response to increasing interest among marketers in utilising AI to automate and improve marketing operations. According to the 2025 State of Marketing report by HubSpot, 1 in 5 marketers are planning to explore AI agents for automating marketing strategies and execution. Ava has been made available at no additional cost to Awin customers in the UK, with expansion to other regions to follow.

"With more advertisers and publishers joining Awin's global platform, these updates have been designed to address the requirements of our customers and brands who seek for greater efficiency and performance-driven partnerships. Whether you're exploring new markets, automating daily tasks or tailoring partner rewards, our new tools give you full control, enabling you to shape and grow your business your way," Gary Reck, Chief Product and Technology Officer at Awin, said.

"Ava has significantly transformed the way we manage and optimise our affiliate programs. It serves as a constant, reliable resource, offering expert-level support around the clock. By leveraging Ava, we have streamlined our processes, saved valuable time, and uncovered new growth opportunities, ultimately enhancing our marketing operations," the Director at Philip Jones Jewellery stated, highlighting Ava's performance in its beta testing phase.

Ava is designed for advertisers who prioritise speed, efficiency and reliability, offering immediate answers and drawing on marketing insights beyond just Awin's platform. It aims to help marketers make decisions more rapidly and efficiently manage their affiliate and broader marketing activity.

As well as Ava, Awin announced enhanced commission flexibility options for advertisers. The company's new commissioning tools allow businesses to precisely customise partner rewards in line with specific campaign objectives and business goals. Brands can now configure incentives and payouts by product SKU, transaction date or attribution rule, providing a more granular approach to performance-based rewards.

Platform users are also benefiting from a series of tracking updates. Awin's new in-app browser breakout prompts users to move purchases to a standard browser rather than remaining inside a social network's in-app browser when completing a transaction. This shift enables accurate tracking of affiliate transactions initiated through social apps and ensures publishers are correctly credited for referrals regardless of where the purchase is completed.

For advertisers, an enhanced Conversion API now provides richer data on conversion activities. Transaction date, Publisher ID, and click time information are now accessible, improving reporting capabilities and aiding in campaign optimisation.

Integration with Zapier has also been upgraded, giving users access to Awin's complete API suite via the workflow automation platform. This integration is designed to help users automate complex data reporting and batch offer uploads without the need for custom coding. Marketers can now also validate and amend sales actions automatically to ensure all sales are tracked accurately through Awin's platform.

Awin's developments are part of its Spring 2025 release and coincide with the company's 25th anniversary since the business was founded. Recent upgrades also build on previous initiatives such as the Conversion Protection Initiative, launched in 2024, and ongoing efforts to migrate ShareASale's advertiser base onto the Awin platform.

Currently, more than 30,000 customers use Awin's platform globally, including brands such as Currys, Sephora, MyProtein, and Boohoo. The company's latest platform updates follow industry recognition from this year's G2 Best Software Awards, which are based primarily on user reviews.