Interview #7 of our St. Patrick's Day series, and we're staying home.

Aisling Browne is the co-founder and CEO of Glitch, an AI-powered marketing agent helping B2B teams run better Google Ads with less friction. Founded in Dublin in 2023, Glitch is built on a simple but powerful belief: AI is brilliant at scale and pattern recognition, but humans bring the strategy and context. The magic happens when you design systems that respect both.

Stay tuned for the remaining interviews over the coming days and keep an eye out for our St. Patrick's Day newsletter, where we reveal the full results of our survey with over 120 Irish founders across the globe.

I’m Aisling (Ash) Browne, the Co-Founder and CEO of Glitch, an Irish B2B SaaS company founded in October 2023. We are building an AI powered marketing agent designed to help B2B teams run better advertising with far less friction.

While our long-term ambition is to be fully multi-platform across the major advertising ecosystems, we made a very intentional decision to start with one channel and do it exceptionally well. That channel is Google Ads.

Google Ads sits right at the intersection of intent, data and complexity. It is where many B2B teams feel the most pressure and where mistakes are felt quickly and often expensively. By starting here, we are able to deeply understand how people actually use the platform, how they interact with data, and where human judgement really matters. Every future expansion we make will be shaped by what we learn at this foundational level.

At Glitch, we believe the real magic happens when great data meets humans in the loop. That belief did not come from theory. It came from months of real customer testing. AI is brilliant at scale, optimisation and pattern recognition. Humans bring strategy, context and intent. When you design systems that respect both, you build products that are not only powerful, but trusted.

Yes, and more so with each passing month.

The AI conversation is starting to mature. Businesses are moving beyond asking whether they should use AI and instead asking how to use it responsibly and effectively. That shift plays directly into how we think about Glitch. We are not trying to automate everything for the sake of it. We are building tools that help people make better decisions, faster, using data that actually reflects what is happening in the real world.

What makes me particularly optimistic is watching how users behave once they realise Glitch is not a black box. They can see what is happening, step in when needed, and learn alongside the system. That sense of partnership between human and technology is exactly what we set out to create.

Our priorities are deliberately focused.

First, mastering our initial platform. We are continuing to refine the Google Ads experience so it feels intuitive, reliable and genuinely useful. That means obsessing over how people set goals, review performance, intervene when something does not look right, and build confidence in the system over time.

Second, iteration through real usage. We learn just as much from behaviour as we do from outcomes. Where users pause, where they override recommendations, and where they lean in tells us far more than dashboards alone. That insight directly informs how we design future agents and how we think about expanding to new platforms.

Third, laying the groundwork for multi-platform expansion. Because we have taken the time to deeply understand one environment, we can now abstract what works. Decision logic, feedback loops and human-in-the-loop patterns can then be applied elsewhere in a way that feels thoughtful rather than rushed.

And finally, team. We will continue to build a small, high-calibre group of people who care deeply about product thinking, customer reality and technical execution in equal measure.

Focus.

In AI especially, there is no shortage of shiny objects. New models, new features, new platforms and constant pressure to integrate everything immediately. The real challenge is staying disciplined and building something people genuinely want and actually use.

That means prioritising tangible user value over market noise, and resisting the temptation to scale before the foundations are solid.

We are not actively fundraising at the moment, which I am very grateful for.

While I genuinely enjoy fundraising and get a real kick out of the process, it is also the single biggest time commitment a CEO can take on. It is effectively a full-time sales role, and when a founder is deep in fundraising, it inevitably pulls focus from the core business.

That said, there is plenty of capital in the market right now, and Europe in particular is making huge strides. The historic over-reliance on the US is starting to shift. Investors are far more focused on fundamentals: real usage, clear thinking, and evidence that founders truly understand their customers.

For Glitch, being able to clearly articulate why we started by mastering one platform, and what we have learned by doing so, has consistently been a strength.

It has been invaluable.

The global Irish diaspora is an extraordinary network. There are incredibly successful and well-connected Irish people all over the world, particularly in the US, who are genuinely invested in supporting Irish-founded businesses. That support shows up in mentorship, capital, introductions and honest advice.

It is a community that actively connects, invests and champions its own. There are very few ecosystems that operate with that level of openness and goodwill, and it has played a meaningful role in helping Irish companies scale internationally, Glitch included.

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