Amazing Wave, an AI consultancy founded in 2023, is helping transform e-commerce teams by training them how to adopt AI in their processes and by enabling them to create hundreds of personalized META ad variations in hours instead of weeks through specialized AI implementation strategies. 

The Germany-based company serves e-commerce agencies, Amazon sellers, and direct-to-consumer brands struggling with creative production bottlenecks and AI integration challenges.

Joanna Lambadjieva, founder and CEO, launched Amazing Wave after realizing that businesses recognize AI’s potential but lack the practical knowledge to implement it effectively. “This is one of the biggest opportunities for brands since the invention of the Internet,” Joanna states. “It gives brands the opportunity to create endless amounts of creative at scale and very high quality, but it also allows them to inject data strategically into that creative.”

For decades, smaller brands and creators have faced a significant disadvantage in digital advertising without the resources to maintain large creative teams. “The hardest part [of digital advertising] was just the amount of human time and effort you needed to put into the process,” explains Joanna. “If you have to scale a Meta account effectively and test different hypotheses, you need to go through a lot of creatives to figure out what works. Bigger brands can afford to have large creative teams and turn creative all the time, but for anyone with smaller budgets, that’s just not possible.”

Amazing Wave is changing this dynamic through its innovative “100 ads a day method,” which enables brands of all sizes to generate hundreds of targeted ad creatives in hours, rather than weeks or months, effectively leveling the playing field between industry giants and smaller competitors.

This also gives content creators with e-commerce businesses a chance to scale their enterprises.

From Art to Science: The 100 Ad a Day Method

Joanna’s “100 ad a day method” changes creative development from an intuitive process to a methodical, analysis-based approach. The method follows a structured system based on customer information and strategic testing.

“The premise of the SOP is very much based on the foundation of data,” Joanna explains. “The premise is, start with understanding who your customer is.”

The process begins with thorough information gathering. “Amazon is an incredible data suppository of customer insights. Just like, for example, Reddit,” she notes. For Amazon sellers, tools like Helium 10 or Jungle Scout can pull reviews at scale, while GummySearch helps scan Reddit for relevant keywords and customer conversations.

This raw data is then analyzed using AI tools like Claude or ChatGPT: “I basically plug in the data and I get the tool to analyze for use cases, for benefits, for specific language.” Joanna adds customer details from sources like Seller Central or Google Analytics to build detailed customer profiles.

The next step involves developing creative concepts tailored to specific platforms and campaign objectives. “Based on that, you would create essentially a hypothesis matrix,” she explains. “You will look at that one objective and that customer profile and everything you’ve learned about them and create a hypothesis matrix to decide what different variables you’re going to test in each image.”

These variables might be subtle differences: “You can have two very similar images with one small variable. Like let’s say you are testing whether the audience will better resonate with a blonde woman in the picture or a brunette, or you resonate better with a yoga girl or a gym girl.”

The final execution leverages ChatGPT-4 with vision capabilities: “Once you have all of this hypothesis, you can then move on to ChatGPT-4o and then start essentially by uploading the product image and then working with the prompts and the concepts you’ve created.”

Amazing Wave’s Three-Pillar Service Model

Amazing Wave structures its offerings around three distinct services, each addressing specific challenges faced by e-commerce businesses integrating AI.

The first is AI training for c-commerce teams. Joanna identifies a common organizational challenge: while leadership and entry-level staff often embrace AI, mid-level employees may feel overwhelmed or resistant.

“We have one person at the top who says, ‘Yeah, we need to get AI in the team.’ And then there are a couple of people at the bottom, most likely the interns or the grads who are excited about AI, but anything in the middle is kind of a vacuum,” she observes.

Amazing Wave addresses this by creating tailored training programs: “I work with either specific teams or the entire company to provide training to get everyone on the same page as to how to use AI, which AI tools they should use, what are the best prompting techniques, how to break processes in an AI-able way, and just generally how to develop a culture of AI-first thinking.”

This approach creates what Joanna calls “a symbiotic partnership,” where she understands how everyone in the company functions and creates “tailored boot camps or training programs to help them level up to the point where everybody is using AI on a daily basis.”

The second core service is AI process redevelopment for businesses struggling with inefficient workflows.

“We look at how we can implement and integrate AI within these processes to lift off some of this bothersome work and make it much more automated and faster,” Joanna explains.

One client, an Amazon agency handling listing optimization, saw clear improvements: “They managed to increase their speed by two times, so their listing process became two times faster. And they also needed 70% fewer people to do this.”

This efficiency allows companies to reassign team members: “They could essentially take that staff that was doing a very bothersome task and move it into doing more strategic pieces of work.”

The third pillar focuses on scaling creative production across multiple platforms, using AI to generate customized content quickly.

Joanna has demonstrated how e-commerce businesses can generate numerous Meta ad variations in a short timeframe. This service enables brands to test multiple creative variations simultaneously, overcoming typical resource limitations.

“Bigger brands can afford to have large creative teams and turn creative all the time, but for anyone with smaller budgets, that’s just not possible,” she notes. Amazing Wave’s approach makes this capability available to many more companies, allowing any brand to test what works with their audience.

Images: Amazing Wave’s campaigns

The Future of AI in E-commerce

Joanna sees major changes in how consumers discover and purchase products, with important implications for brands and creators.

“We’re moving to a future where customers are going to use agents who are then going to talk to agents on the retailer sites,” she predicts. “The customer will go to their ChatGPT, they’re going to talk to their AI agent or concierge to tell them what they are looking for. That agent is going to go then scour the internet for the best price, the most tailored product.”

This shift will change how brands approach discoverability: “I think brands are not necessarily realizing how important it is to start thinking about optimizing their entire web presence to be AI discoverable.”

Traditional SEO strategies, which focus solely on Google rankings, will become less effective as AI systems mediate an increasing number of consumer interactions. “We’ve been talking for decades about SEO, but now we are not going to be talking about SEO because let’s face it, Google’s traffic is on decline because of their search generative experience.”

Instead, brands will need to ensure their presence is detected by AI systems across multiple platforms: “It’s about how much can I spread everything about my brand to as many sources as possible so that the sites and sources that search, GPT, Perplexity, and whatnot scour are the ones that are going to then recommend my product.”

Joanna believes this transition will create opportunities for forward-thinking brands: “The brands that are nimble—and this is also an opportunity—the newcomers, the brands that are AI-first or AI-focused, are going to win.”

Taking Action: Practical Steps for AI Integration

For brands and creators looking to navigate the AI revolution, Joanna offers specific, actionable advice.

“Do not delay on AI,” she emphasizes. “The best time to start with AI was yesterday, probably two years ago. The next best is today.” She recommends starting small if necessary: “Even if it’s like micro actions like getting everyone in your team to do one ChatGPT prompt a day, or be a little bolder and get yourself proper AI training, or just try one painful process and try to use AI to solve some of it, but do something about it.”

Waiting for the “perfect” moment is a strategic error: “That mindset doesn’t work because by the time it has changed even more, you’re going to be even more left behind. The skills gap is getting wider and wider by the day.”

Joanna concludes with a powerful assertion about the return on investment: “Whatever investment you put into AI education or optimization is going to be far surpassed by the gains you get from actually having a team that works with AI and optimizes with AI every day. It’s just a no-brainer.”