Two days, built for engineers.

How Hellofresh Group orchestrates agent teams for marketing outcomes

Alan-Michael Khalil

Marketing teams are increasingly surrounded by AI tools, but connecting those tools into a reliable operating system for real business outcomes is a much harder problem. In this talk, we'll explore how HelloFresh Group built an agentic marketing platform that coordinates specialized agents across the ad lifecycle: understanding creative briefs, analyzing performance and audiences, recommending concepts, generating new ads, preparing assets for activation, and applying human approval before actions. Rather than relying on one general purpose chatbot, the system uses a supervisor agent that routes work to focused capabilities. Each capability has its own instructions, tool permissions, and operating boundaries. This allows the platform to combine creative intelligence, performance data, asset libraries, Ad generation, and ad-operations systems while keeping spend-related decisions governed and reviewable. We'll look at the engineering patterns behind that orchestration: - capability-based tool permissions instead of unrestricted agent access; - durable conversation state and resumable human-in-the-loop workflows; - structured handoffs between agents, rather than passing ambiguous prose; - background watchers for long-running external jobs; - Slack-based approval and notification flows; - observability across model calls, tools, traces, and outcomes; - safeguards against duplicate generation, accidental launches, runaway polling, and stale state; - and a user experience designed around "coworking" with an agent team The goal is to create a dependable system that helps marketing teams move from insight to creative action, while preserving human judgment, operational control, and a clear record of what happened. You'll leave with a practical view of how to design multi-agent systems for marketing: where to use autonomy, where to add constraints, and how to turn a collection of AI capabilities into a governed team that can deliver measurable outcomes.