VideoAmp cuts 20% of workforce as AI agents reshape its operating model

Ad measurement platform VideoAmp has laid off around 20% of its workforce as it accelerates a shift towards artificial intelligence and agentic software development.

The company confirmed that between 50 and 60 employees were affected by the layoffs. The cuts include VideoAmp’s Chief Technology Officer, with the company not planning to refill the role, according to people familiar with the matter.

VideoAmp CEO Tony Fagan said the restructuring reflects the company’s decision to adapt early to changes in the technology and advertising markets.

“These were difficult decisions, but they reflect our long-standing approach of adapting early to major changes in the market,” Fagan said in a statement. “We believe AI is a major platform shift, and our view is that companies that adopt it quickly will benefit disproportionally. For VideoAmp, that means continuing to invest in agentic software development and becoming an AI-powered media performance platform, aligning our organization, resources, and operating model to support that direction.”

The layoffs have primarily affected product development and technology teams, according to people familiar with the changes. The restructuring comes as AI-powered agents become increasingly capable of handling tasks traditionally performed by software developers.

VideoAmp is also moving towards a flatter organisational structure as it seeks to improve efficiency. The company is positioning itself as an agentic infrastructure platform designed to help marketers achieve specific outcomes, rather than directly competing with traditional audience measurement offerings such as Nielsen.

The latest workforce reduction follows other organisational changes at VideoAmp. Earlier this year, the company eliminated its Chief Marketing Officer position.

The restructuring reflects a broader shift taking place across the software and revenue-technology sectors, where companies are reassessing business models as generative AI and AI agents become capable of automating increasingly complex tasks.

Sales technology startup Rattle, for instance, undertook a major restructuring as it moved towards an AI-focused product. 

Founded in 2021 to automate sales workflows, the company eventually reduced its workforce from 70 employees to 15 as it rebuilt around an AI-powered product.

The startup subsequently launched Von, an operating system for sales and revenue teams designed to work across existing software platforms and independently handle tasks such as tracking customer information, identifying sales opportunities and flagging potentially at-risk deals.

The developments point to a broader transformation in how technology companies structure their workforces. Rather than simply using AI to augment existing roles, some businesses are redesigning teams and operating models around AI agents, potentially reducing the need for certain layers of technical and operational work.

For companies such as VideoAmp, the shift represents an effort to build AI into the core of their operating model rather than treating it as an additional tool layered onto existing processes. The approach could accelerate organisational flattening while reshaping the roles and skills required across technology and revenue functions.