Creative

under pressure to produce significantly more creative than ever before

The [company] in-house creative and production model now handles about 90 percent of campaign work across 11 footwear and apparel brands.

"The green would be not quite the correct Cuisinart shade of green. Logos, buttons or numbers and text on an appliance were liable to be off. 'And that was just static banner ads,' [speaker] said."

“Because human production is really expensive, especially for us as challenger brands,” said [speaker]. “We have to lean into these tools that make things less expensive and faster, so that we have money left over for the human shots

To deliver that value at the speed of need that our fans are expecting, our traditional, manual processes can no longer sustain that.

Another year from now, we can definitely see ourselves using the videos just as they are coming out of the AI tool if they continue to progress in the way they’ve been progressing,

"there's still a lot of human intervention to make sure things are brand-right."

Brand stewardship matters. It’s important to be able to catch an execution that’s technically fine but just somehow feels off.

The Creative Ops role owns how our in-house studio actually runs. You'll build a single front door for creative demand, apply AI and automation to intake and productionalize workflows, and lead a team of producers and operations managers.

[..] noted that the sheer volume of content makes human review impossible.

Only changed the hero image. We saw statistically significant differences in performance.

Without simultaneous access to real-time insights and creative optimization, making mid-campaign refinements is “incredibly difficult,” he said.

We believe that, psychologically, it’s really important for someone to look into the eyes of someone else and then see them wearing our pieces.

“This was one area I thought we could try to save on but after having seen the result, I’m now going back to producing our [e-commerce] with a full team of humans, because AI could never achieve the results that my IRL team could,” [..] reflected,

But we are using AI as a tool rather than a strategy of trying to trick people into thinking something is real,

“We’re not using AI to fake reality,” [..] said. “If it looks ‘too real,’ we won’t use it.”

We used it for pre-testing content with [a segment of] our target audience to see whether it would perform OK,

Some of the strongest insights come directly from consumer verbatims and custom questions we ask through our ACE pretests