Moburst Strengthens Marketing Leadership as AI Investment Expands
Digital marketing agency Moburst has appointed Etgar Shpivak as Vice President of Marketing, bringing an experienced performance marketer and startup founder into a leadership role as the company expands its AI-powered services.
Based in Israel, Shpivak will oversee marketing across Moburst and its portfolio of brands. His responsibilities include strengthening brand positioning, accelerating marketing initiatives, and integrating AI tools and processes into the company's internal operations and client services.
The appointment supports Moburst's growth plans for 2027, as the agency increases its investment in AI-driven marketing solutions. <Cite refs={["turn967575news8","turn967575search2"]}/>
AI Takes Centre Stage in Moburst's Growth Strategy
The appointment follows several AI-focused initiatives at Moburst, including the introduction of Growth Labs, its AI product unit.
The company has also launched two initiatives designed to address emerging marketing needs:
Answerburst: A dedicated answer engine optimization (AEO) practice focused on helping brands improve their visibility in AI-generated answers.
Intercept: An AI-powered social listening platform designed to identify buying-intent signals in online conversations and turn them into potential sales leads.
Shpivak will help advance these initiatives while refining the positioning of Moburst's brands and expanding the use of AI across its marketing activities.
The strategy reflects a wider shift in digital marketing, where agencies are exploring ways to combine automation, audience intelligence and AI-driven discovery to improve customer acquisition.
Who Is Etgar Shpivak?
Shpivak brings experience across performance marketing, advertising technology, startup development and digital strategy.
In 2017, he co-founded Fixel, an AI-powered audience segmentation company, and served as its chief executive officer. Fixel developed technology designed to help advertisers build audience segments using engagement data. US-listed company Logiq acquired Fixel in October 2020, and Shpivak remained CEO until 2023.
He later founded a privacy compliance company for gaming applications and an AI-focused marketing agency serving small businesses. He has also advised early-stage founders on building marketing processes and customer acquisition strategies.
Earlier in his career, Shpivak served as vice president of marketing at digital banking startup Neema and held digital marketing leadership positions at D-Say Media and Zarmon Group.
He holds an MBA from Ono Academic College, where he leads the digital marketing specialisation, and mentors startups through Techstars.
Moburst's Vision for AI-Powered Marketing
Moburst CEO and founder Gilad Bechar said Shpivak's experience building and selling an AI advertising technology company would support the agency's ambition to place AI at the centre of its growth strategy.
Shpivak also highlighted the importance of integrating AI into both the way an agency operates and the services it delivers to clients.
The appointment signals Moburst's intention to move beyond using AI as an individual marketing tool and towards incorporating it into broader workflows, service delivery and customer acquisition strategies.
What This Means for the Digital Marketing Industry
The appointment highlights how marketing agencies are adapting their leadership and operations to an increasingly AI-driven environment.
As businesses explore AI-powered search, automated audience segmentation and real-time social listening, agencies must develop new capabilities while continuing to deliver measurable marketing results.
Moburst's investment in AI products, combined with Shpivak's performance marketing background, positions the company to pursue these opportunities as it plans for 2027.
For the wider industry, the development reinforces an important trend: AI is becoming part of how marketing agencies structure their services, reach audiences and compete for growth.
