Tradedoubler’s journey toward becoming the most automated and intelligent partner marketing platform has reached another exciting milestone. We are delighted to announce that Corin Ward has been appointed Director of AI, a role that strengthens our innovation strategy and accelerates our mission to build a platform designed to work seamlessly with AI agents in an AI-driven market.
Corin and the newly formed AI Centre of Excellence will embed AI into the core of how we work, creating smarter, faster, and more automated processes across the organisation. By reducing manual effort and empowering teams to use AI confidently, his team will free up valuable time for strategic consultancy and higher-value work. This shift allows us to spend more time on what has always driven the affiliate industry forward: building meaningful relationships and creating collaborative growth with our partners.
Empowering Our People And Delivering More For Our Clients
As Director of AI, Corin will guide the evolution of our automation engine, ensuring AI becomes intrinsic to how we operate: from refining performance models and catalysing internal workflows to helping our teams become confident, creative, and capable AI users.
For our clients and partners, these advancements translate into quicker execution, and a more insightful partner marketing experience.
Insights From Our Director of AI, Corin Ward
We sat down with Corin to speak about his new role and what excites him most about Tradedoubler’s AI development.
Corin, congratulations on your new role! What does this position represent for you and for Tradedoubler’s evolution?
Thank you - it’s an exciting step both personally and for Tradedoubler as we shape what AI truly means in partner marketing. This role represents a shift from experimentation to orchestration - ensuring AI isn’t something we try, but something we build into the core of how we work, serve clients, and create value.
For Tradedoubler, it’s about evolving into the most intelligent and automated partner marketing platform in our industry. That means AI is embedded in our operating model, our product vision, and our daily ways of working.
For me personally, it’s about enabling people. The real transformation happens when everyone feels confident, creative, and empowered to use AI in meaningful ways.
You’ve been part of Tradedoubler’s innovation story for a while. What excites you most about leading the next phase of AI development?
What excites me most is the momentum. We’ve moved from curiosity to capability. Across the business, people are testing, learning, and sharing what works - and that collaborative spirit is exactly what drives innovation.
Leading this next phase means scaling that energy through two core enablers - the AI Champions Network and our AI Centre of Excellence. Champions bring ideas and energy from every corner of the organisation, while the CoE ensures those ideas are scalable, secure, and technically sound.
I’m most excited to see that loop in action: Seeing how experimentation turns into measurable results, and every success builds confidence for the next.
In an industry full of AI hype, how do you decide what AI to build?
We’re guided by three principles - value, responsibility, and learning.
Value: AI must solve real problems. We focus on measurable outcomes: efficiency, cost reduction, speed, and quality instead of hype or buzzwords.
Responsibility: Every initiative aligns with our governance model: compliant, ethical, and transparent. We’re not just preparing for the EU AI Act; we’re setting our own standard for responsible use.
Learning: We work in agile learning cycles, reflecting every few weeks and sharing openly through our Champion Labs and “show & tell” sessions.
In short, we don’t build AI because we can - we build it when it creates genuine value for our people, clients, and partners.
What’s your vision for the future - how do you see AI reshaping partner marketing over the next few years?
We’re already seeing what practical AI looks like in partner marketing. Our automated product feed uploader is a great example - it takes what a human would do, but faster and better. It checks feeds, ensures they don’t already exist, maps data, detects import issues, and even identifies potential errors before they happen. It’s automation that adds real value.
Looking ahead, our focus is on creating AI agents that can automate, assist, and develop alongside us - initially working in isolation to streamline internal processes, and eventually communicating with one another. I’m particularly interested in agent-to-agent collaboration models because affiliate marketing thrives on interaction. If agents can work together - optimising campaigns, sharing insights, or managing attribution dynamically - we’ll move toward a connected ecosystem that learns and improves continuously.
That’s the future I see for Tradedoubler - intelligent systems that work together across the network, driving measurable value for every partner involved.
A Look Ahead
Corin’s appointment as Director of AI accelerates our progress toward an intelligent, interconnected platform with automation, accuracy, and efficiency at its core.
To explore more about our AI vision and innovation journey, read our latest articles:
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