Early 2000s
MGM Resorts - First Digital Media Agency, Before Ad Networks Existed
Joined the pioneer team when Google Ads were new and untested. Shifted 27 resorts from 25% to 90% digital media; tripled revenue at up to 20x ROAS.
Founder · Infinity Labs Solutions™
Amy Diette
AI-native founder, relentlessly curious and early on every wave of modern marketing, from the digital agency era to Agentic AI. On February 17, 2025 it hit her: the future of AI is the sum of everything her career had built, and every turbulent turn had been preparation. She bought her LLC that day. In May of 2026 she pulled the trigger, no more corporate life, she knew it was time to bet on AI and on herself, building for the generations to come. Delusional about the possibilities, on purpose, which is exactly where serendipity gets engineered.
Driven by relentless curiosity, a customer obsession, and a habit of challenging conformity, inspiring teams to think beyond the ordinary and simplify complexity into results.
Let's journey together. Anywhere you land on this site, if a term is new, ask the search bar. I built this to be a virtual interactive book, not a brochure.
"Bringing the future to the present."- Amy Diette
The Throughline
Most Marketing Leaders Catch One Wave. Amy Has Been Early On Every One.
In the early 2000s she joined the pioneer team that built MGM Resorts' first digital media agency, before ad networks existed. What Agentic AI is to the market today, digital media was then - and she was already building it.
Elected Co-Chairman of the Las Vegas Innovation Marketing Association (LVIMA) at age 28, she scaled her impact from single brands to national industry infrastructure. She never traded one discipline for the next. She stacked them: media buying, the data architecture beneath it, database marketing, personalization and automation, CDP and DXP, advanced analytics, and reverse ETL, all led at once. A trailblazer and change agent since the dawn of the digital acceleration, she stayed early through every wave that followed, all the way to today's Agentic AI and AI Ops. She did not ride the genres of modern marketing. She designed them.
Over time that work has become what she calls Serendipity Engineering - the discipline of using media, data, and AI-native systems to create opportunities that look effortless from the outside and are carefully designed from the inside.
The Coined Concept
Serendipity Engineering™
Serendipity Engineering is the discipline of building the systems and the instinct that create outsized opportunities on purpose.
It is not about waiting for underpriced moments. It is about designing the conditions to recognize them first, act on them early, and repeat that pattern over time.
Amy started in early digital when search and display were new, unstable, and underpriced. She scaled to nine-figure, multi-channel portfolios across search, social, programmatic, and over-the-top media. Today she designs AI-native, agent-driven systems that continuously test, learn, and reallocate budgets - with a senior human team in the loop.
Agents handle
Speed, volume, pattern detection, continuous testing.
Humans handle
Judgment, brand, strategy, accountability.
Being early may start as instinct. Staying early comes from the system, the discipline, and the work.
Track Record
Results That Travel With Her.
- Career P&L accountability
- $850M+
- MarTech stack transformation
- $1.8M
- Hospitality, casinos, & entertainment brands led
- 200+
- Elected Co-Chairman, Innovation Associations & Alliance
- 28
- Grew D2C, EBITDA impact, NYC hospitality
- 1,603%
- Peak ROAS at MGM Resorts
- 20x
- Revenue growth, MGM portfolio
- 300%
- Enterprise growth leadership
- 20+ yrs
MGM Resorts · NBA's Philadelphia 76ers · NHL's New Jersey Devils · Top NYC MSB Innovator of the Year · Featured speaker at Salesforce Connections (2015, 2023).
Investor View
A Bet On Timing, Made Repeatable.
The bet on Amy Diette is a bet on timing - and on the Serendipity Engineering that turns it into an operating model. Her track record shows timing she manufactures, through repetition, discipline, and work.
Career: $850M+ in P&L accountability. Media budgets from $500K to a peak of $220M+. Full-stack MarTech across CDP and DXP. Seven loyalty programs, 25+ websites and apps, three iGaming platforms launched, and a seat on the founding board of a nationwide innovation alliance.
She is not a marketer who learned technology, or a technologist who learned business. She orchestrates both into operating models that align data quality, cognitive insight, and agentic execution at real enterprise scale.
Experience
The Chain - A Career Of Being Early. Not Once. Every Time.
2010
MGM Resorts - Bridging Gaming And Non-Gaming Loyalty
One of the youngest members on the steering committee for the initial rollout of M life (now MGM Rewards), helping bridge gaming-only rewards into a unified gaming and non-gaming program. A new way of looking at loyalty, and an early proof of the convergence thinking that defines the firm today.
2012
National Alliance Architecture
Elected Co-Chairman of the Las Vegas Innovation Marketing Association (LVIMA) at age 28. Served on the inaugural governing board of the national Innovation Marketing Association Alliance (IMAA) as one of the Las Vegas chapter's two delegates, part of a national effort to unify regional digital and innovation networks. Conceived the first-ever Digital Expo at The Mirage, where the team debuted, with the resort's renowned tattoo artist, the world's first augmented reality QR code tattoo activation - proving the commercial utility of AR/QR tech eight years before its global mainstream explosion.
2014-2016
New York City - Vice President, CRM, Relationship & Database Marketing At 31
Left Las Vegas for New York City and, within six months, built the first shared-services CRM, analytics, and fan and customer experience function across the Philadelphia 76ers, New Jersey Devils, and Prudential Center. Unified the 76ers and Devils onto a single Salesforce instance and product suite, trained more than 220 users across sales, service, partnerships, and marketing, and helped drive top-four league-wide ticket sales performance for both the NBA and NHL teams.
2016-2018
Reverse ETL, Before It Had A Name
Worked with major casinos and professional sports teams globally to put first-party data to work through a massive virtual ETL platform, moving modeled audiences out of the warehouse and into the systems that drive revenue. Reverse ETL, years before the category had a name.
2020s
NYC Hospitality Leadership - Top NYC MSB Innovator Of The Year
Grew D2C 1603%, impacting EBITDA growth, while reducing footprint from 300 to 246 locations, using precision pricing and a full Salesforce stack with CDP-driven personalization.
2020s
Casino Gaming Transformation - Rewards Kiosks, Apps & iGaming
Across 27 casinos and hotels with three gaming partners, led the architecture for on-site and mobile Player Rewards Kiosks, companion apps, and iGaming platforms in Northern Nevada, Colorado, and Washington, pushing the vendor to rebuild their back end to meet the spec. Directed player-database transformation, loyalty alignment, and MarTech and FinTech implementations (ATI, Light & Wonder, Everi, IGT).
2020s
New York City - Accepted Member Of CHIEF, Early On
For the independent solopreneur, the senior executive keen to earn new credentials and expand their expertise. For the C-Suite trailblazer who needs curated, confidential spaces for dialogue with peers. Remains a member today.
Today
Infinity Labs Solutions™ - AI-Native Convergence Architect Firm
Left corporate life in May 2026 to go all in on Agentic AI and AI Ops, this time on her own terms and as a leader of leaders and agents for the next generation. Through Infinity Labs Solutions™, cultivates AI agent ecosystems that turn strategy into omnichannel execution across media, influencer marketing, content, CRM, AEO and GEO, web and PWA experiences, database marketing, social, and operational intelligence dashboards.
Speaking & Authority
When The Trailblazers Wanted The Playbook, They Asked Amy.
Featured speaker at Salesforce Connections (2015, 2023) to standing-room-only audiences. Independent voice on data-driven personalization, AI-enabled marketing, and modern MarTech operating models.
Agentic AI & AI OpsCDP / DXP ArchitecturesLoyalty MarketingSerendipity EngineeringNational Alliance ArchitectureCross-Functional GovernanceEarly-Stage Immersive TechOmnichannel Media StrategyOperational IntelligenceEnterprise Digital Acceleration
Who is Amy Diette?+
Amy Diette is the founder of Infinity Labs Solutions™, an AI-native marketing, media, and operational intelligence firm. A customer-obsessed, intellectually curious growth executive with 20+ years across hospitality, gaming, sports, and live entertainment in Las Vegas and New York City, she was on the pioneer team for MGM Resorts' first digital media agency before ad networks existed and has stayed early through every wave since: CDP, AI/ML, operational intelligence, reverse ETL, and now Agentic AI. Driven by relentless curiosity, a customer obsession, and a habit of challenging conformity, inspiring teams to think beyond the ordinary and simplify complexity into results.
What is Serendipity Engineering?+
Serendipity Engineering is the discipline of using media, data, and AI-native systems to engineer outsized opportunities on purpose. Agents handle speed, volume, and pattern detection; senior humans handle judgment, brand, and strategy. The outcome is media and experience that feel perfectly timed to the customer and are fully accountable to the business.
What companies has Amy Diette led growth for?+
MGM Resorts, the NBA's Philadelphia 76ers, the NHL's New Jersey Devils, and a major New York City hospitality brand, plus other complex multi-site businesses across hospitality, gaming, and entertainment.
What measurable results has she delivered?+
At MGMRI the pioneer team shifted digital media investments from 25% to 90% and tripled revenue at up to 20x ROAS. Leading marketing and digital transformation for an iconic NYC hospitality brand resulted in a 1,603% increase impacting EBITDA while shrinking the footprint from 300 to 246 locations, earning them Top NYC MSB Innovator of the Year. Career-level she has held $850M+ in P&L accountability and placed $220M+ in media investments.
Where has Amy Diette spoken publicly?+
She is a featured speaker at Salesforce Connections (2015, 2023), an elected iMedia speaker, and an independent voice at the Las Vegas Innovation Marketing Association (LVIMA), CMO conferences, and multiple industry webinars on data-driven personalization, AI-enabled marketing, Agentic AI, and modern MarTech operating models.
What industry leadership roles has Amy Diette held?+
Elected Co-Chairman of the Las Vegas Innovation Marketing Association (LVIMA) at age 28, she served on the inaugural governing board of the national Innovation Marketing Association Alliance (IMAA) as one of the Las Vegas chapter's two delegates, part of a national effort to unify regional digital and innovation networks.
What does Infinity Labs Solutions™ do?+
Infinity Labs Solutions™ is an AI-Native Convergence Architect Firm focused on Digital, Media, AI Agents, and Data Convergent Intelligence. The firm designs and operates AI-native marketing and operational systems for enterprise growth.
Contact
Build The Next Wave Together.
For partnerships, speaking, advisory, and enterprise engagements with Infinity Labs Solutions™.