Making it Work
The company has developed a method of automating advertising campaigns, reducing the workload on human users
Glitch, a Dublin based artificial intelligence (AI) business, will launch its platform for managing online ads early in the new year.
Previously known as Glitch Ads and based in Dogpatch Labs in Dublin, the firm was founded by Aisling Browne and Kingsley Kelly in 2023. It has three full time staff and has raised €750,000 to date.
Company Details
Glitch
Founded by: Aisling Browne and Kingsley Kelly in 2023
Staff: 3
Funding: €750,000
Glitch has developed a method of automating online ad campaigns, reducing the workload on human users.
“It’s an AI and automation platform that enables businesses to advertise across multiple platforms such as Meta, Google and LinkedIn. The platform allows users to build campaigns and manage them,” Browne told the Business Post.
“Our first iteration is focused on Google Ads. Our system creates five ads for each campaign and the user can validate all of the information. Once they click launch, it runs the campaign and sends the user updates on what is and isn’t working. It then provides advice on how to improve the campaign. The process removes a lot of the manual labour involved.”
Browne and Kelly met at the founders programme run by Dogpatch last year. Browne had spent most of her career in start-ups working on partnerships and sales. Kelly, an engineer, had spent five years working for Google Ads.
“He saw the issues businesses were having trying to grow through Google whereas I had spent 10 years trying to navigate these platforms. We both realised there was something we could develop,” Browne said.
“It was the summer where AI tools were taking off and making things simpler for businesses. On the founders programme, we set about validating the product and making sure there was a problem to solve.”
Since starting the business late last year, Glitch has focused on product development and finding a market fit for the platform.
“We validated the plan with 100 potential customers, then we launched a waiting list for the beta version of the product which has 1,000 businesses signed up to it. From there we have built the self-serve format of the platform, testing it with users, and were able to raise funding based on that,” Browne said.
The business is supported by Enterprise Ireland. Browne said the agency had proven quite useful in terms of putting Glitch in front of the people the business needs to meet to grow.
“Killian Sugrue in Enterprise Ireland has been phenomenal. He has introduced us to potential clients, advisors and is there on the phone at the weekend if I need him. We’re attending events in Silicon Valley, including a pitch to investors, with Enterprise Ireland this month. It’s setting us up to scale,” she said.
Glitch intends to add another 12 jobs before the end of 2025, with an eye on growing beyond its initial target markets of Ireland and Britain.
“We raised our pre-seed round to build out a solid founding team. We want to expand into multiple different ad platforms and data sources so users can spend their budget in the most effective way,” Browne said.
“This year was all about validating. We’re building based on customer needs. We will launch in the UK and Ireland first but we want to get into the US market.
This Making It Work article is produced in partnership with Enterprise Ireland
