I didn't take up AI because it was trendy. I took it up because I could see where performance creative was going. In user acquisition you don't win with one perfect ad. You win by testing more, learning faster and making the next version better. If I'd fought that, I'd have been protecting a craft nobody was paying for. So I put the craft in charge of the machine instead.

In practice, my team and I own the idea, the taste and the rules, and AI does the heavy lifting. We've built tools that pull in UA data like CPC, CTR and retention and feed it straight back into production. One good concept can become hundreds of versions for Meta, Moloco and AppLovin, and it still looks and feels like the brand.

For a company that wants to grow, that means you learn quicker, each winning ad costs less, and your creative can keep up with your ad spend without hiring a small army. Good creative direction still matters. AI just lets it go a lot further.