Gela Fridman

I build platforms and teams that scale impact, especially where AI changes how people work, decide, and create.

At Amazon Ads, I led product, engineering, and applied science for the Advertising Console, the primary interface for a $50B business. I conceived and launched Ads Agent, Amazon’s first agentic AI system, enabling advertisers to plan campaigns, generate creative, and act on performance insights through natural language. The platform reduced workflow time by 26 percent and set a new benchmark for enterprise generative AI.

Previously, as CTO of Huge, I led a global technology transformation, scaling engineering from 60 to 400+ across 13 offices and shipping platforms used by more than 400 million people each month for companies including Google, Nike, and JPMorgan Chase.