5 things we’ve learned using Creative AI to make video ads

Three years ago we started with a question — what if you could use advanced language/copy and video AI to generate unlimited variations of Facebook and Instagram ads?

What would they look like?

How would they perform?

How would humans and machines work together?

We believed that AI would be as fundamental to creativity in the future
as the pencil was in the past — so we called our platform Pencil.

We decided to call it MGC — machine-generated creative.

We now have over a hundred brands and agencies using MGC, so we’re starting to learn how humans and machines can generate meaningful, new ad ideas from the simplest inputs in just minutes.

Here’s what the ads look like, and some themes we’ve observed so far

1. It’s not about variations. It’s about new ideas
2. Ads are just noise unless they are meaningful
3. Briefs have to be simple while offering control
4. Minutes are the speed of collaboration
5. Nothing matters if the ads don’t work