The AI paid ad creative debate was real. I don’t think there is much of a choice anymore.
Myriad tools out there, though they all kind of fail on their promise. A lack of consistency and maintaining brand guardrails is still really hard and frustrating.
Meta’s Andromeda update has just made that debate irrelevant.
Andromeda uses creative diversity to find audiences. Different concepts unlock different segments. Without volume, you’re not leaving performance on the table…you’re locked out of entire audience pools.
That means that ad volume requirements have gone from iterative to exponential. You now have to feed the beast for the algo to do its thing.
The math doesn’t work. You can’t 10× your creative team or output the “old fashioned way”. Cost becomes prohibitive.
AI and automation aren’t better creative—they’re the only path to complying with Mr. Zuckerberg. Without them, you literally can’t produce enough creative diversity to compete.
Right now, solving creative production is a competitive moat. Most brands haven’t figured this out yet. I find it amazing that quite a few agencies aren’t all in on this for their paid creatives.
Meta’s building toward owning creative for everyone. On their Q1 earnings call, Zuckerberg said they want businesses to « tell us what objective they’re trying to achieve… and then we just do the rest. »
That includes creative.
You’re adapting either way—because you see the opportunity or because you have no other option.
The only question is timing.
You’re adapting either way. Only question is whether you build the moat or play catch-up.