The story so far
Two years ago, we made a bet: agents are the future of advertising.
Why we started building
Over two years of building Notch, we kept coming back to the same question: how could AI help businesses create and test better advertising?
We saw the distance between a good idea and a live campaign. Research, briefs, production, testing, and optimization were spread across tools and handoffs. Great advertising demanded both creative judgment and relentless execution.
Two years ago, that became a focused bet on agents: AI that could understand a brand, carry context from one step to the next, and help turn an idea into advertising people actually see.
What building taught us
We began connecting the pieces: a creative strategist, a designer, and a performance marketer, all working from a shared understanding of the business.
As the technology evolved, so did the product. The goal became an agent that could learn a brand, develop ideas, create ads, and help teams test and improve them—with people providing direction and approval.
Working closely with advertisers taught us that useful agents need more than capable models. They need context, memory, feedback, and thoughtful product design. Our customers helped us learn that, every day.
THE NEXT CHAPTER
Continuing our mission at OpenAI
We’re excited to share that we—Vinay and Aman, the founders of Notch—are joining OpenAI.
Building Notch changed how we think about AI, advertising, and the details that make a product useful. We’re bringing that experience, and the curiosity that started it all, into this next chapter.
We’re excited to keep learning and building alongside people whose work we admire.
With gratitude
To our team: your creativity, care, and persistence shaped Notch every step of the way. We’re proud of what we built together.
To our customers: thank you for trusting us with your brands, challenging us with real problems, and telling us what needed to get better.
And to our investors, friends, and families: thank you for believing in us, supporting the journey, and giving us the room to pursue a big idea.
A note for customers
Questions about your Notch account?
Please use your existing Notch support channel for account-specific information.
THANK YOU
Proud of what we built.
Excited for what comes next.
CO-FOUNDERS, NOTCH
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