Winclap General Manager Avi Ben-Zvi was featured on Singular Growth Mastermind podcast chatting with John Koetsier about how brands can save money, increase velocity, drive better ad performance, and boost bottom line revenue with generative AI.

Watch the full episode here:

Podcast by Singular

Generative AI to start the process of ideation
Multiplying creatives and reducing their cost
Localizing ads, globalizing brands
The human element: Prompt engineering, strategy and measurement
AI Tool stack for marketers
How the industry is shifting
Measurement strategy
Building tech using AI: Budget Allocator
Evolution of Creatives in Mobile Ad tech
Multivariate creative testing
Growth Transformation: Sustainable & Profitable Growth

Humans are creative. And creativity is a process that can be heightened with AI.

Generative AI can help us start this process of actually ideating.

Large language models are incredible data processing and predicting machines. And human brains are amazing creative association machines. Kick off the process with generative AI, and finish it with human expertise.

Using Gen AI helps us ideate, generating assets at a faster velocity, and generating them for a fraction of the cost.

Creative specialists understand what typically works in terms of creatives.
You can leverage their experience as input to create ideas with generative AI

With the right creative insights, AI can generate multiple scripts, images, and videos to iterate off.
You can generate a variety of concepts to A/B test in volume faster and at a lower cost.

For brands to be really global, they need to be really local. Speaking the language, and looking as native as possible is crucial to make your brand resonate with your audience. This is really hard to do with just the human element. 

Using generative AI, brands can have an avatar speaking English, French, Portuguese in minutes. You can use brazilian, italian or chinese profiles, without going through ever-lasting castings.
You can even use a real creator and adapt him/her personal traits (language, accent) for hyper-localized campaigns.
You can produce hundreds of creative pieces from one human creator enhanced with AI, and you can hardly tell which one was the original. 

The human element is still really important.

Even as automation has started to escalate, you still need that human strategic expertise to drive things forward in a more innovative way.
It’s much more than leading with the prompts it is about understanding the nuances at a much deeper level. For example, you can now have a vast volume of creative assets to test but you still need to pair that with smart measurement tactics to understand their performance.

Brands should consider Generative AI tools as a starting point for their teams to work from.
Generative AI systems converting a text prompt into images, audio, code, video or even music are part of the creative specialist tool stack.
Systems like Midjourney, Dall-E for image generation, Runway, Flicki for video, ChatGPT, Bard for text, Github Copilot for coding are proliferating and becoming mainstream, although we are still on the early days of this technology.

Marketers can leverage on AI-based tools and use their creative expertise to build on top. For example: adding a voiceover element to a video can increase performance. Testing out a Chatgpt made script adding your brand voice and distinctive features.

Being able to do variations means much more testing and finding the best-performing creative. You can now do it faster and relatively cheaper. Budget and deadline constraints have been lifted.

Taking measurement to the next means understanding the real impact of your campaigns.
Doing tests like Incrementality Testing, Geo holdouts, you want to see how much engagement users are having. Is not just about attribution. It is about seeing the real business impact of your campaigns. Make sure you tie back your creative metrics to a tangible business outcome.

Brands can use machine learning models to predict cost of customer acquisition at different levels of spend. This optimizes paid media investment and increases efficiency.

With the digital landscape the customer journey has become increasingly complex with multiple touchpoints.Creatives testing need to become real savvy to unlock performance.

Varying brand messaging with multiple value propositions changing stories, profiles, length and other variables.

Users are more inclined to buy from brands that they feel connected to.
Acquiring customers and connecting with them will drive long term value and profitable growth.