Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
This is how we scale creative for real
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Hey Reader Here’s a mistake we see even the smartest teams make: They test formats. Then they test messages. But they rarely test every message in every format. Which means… They never find the combo that actually scales. Some people swear by AI UGC. Others love face-to-camera TikToks. Or wall-of-text storytelling. Or memes. Or statics. Cool. We test all of them. But here’s the real unlock: Test every value prop in every format.
Because: ✅ Some messages sound honest coming from a selfie. ✅ Some land harder in wall-of-text. ✅ Some only work when you slow the scroll with a static. The trick isn’t guessing which message goes with which format. It’s running the full matrix. Format × Message. At scale. That’s what we do. That’s how we unlock breakthroughs — not just cute ads. If you’re spending $50k+/mo and want to test and scale creative. Reply with “MATRIX” and I’ll show you how we build scalable, systematic testing pipelines that compound. Later, Shamanth |
Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
Hi Reader Every account has one. The legacy winner. That ad that’s held the crown for 18 months straight. Still shows green in the dashboards. Still delivers ‘OK’ metrics. Still feels… safe. Everyone kinda hates it tho. ‘cos sometimes a “winning” ad is what’s holding you back. …it’s a local maxima - a ceiling that is blocking your growth. This kids’ app we’d been working with had scaled hard. Their top ad had crushed for months: and new variants just couldn’t beat it. Every week, the same...
Hi Reader ICYMI: Here is the latest-and-greatest from our socials How this CEO addressed the fear of AI across his company. This AI agent chats with your Meta ads, and SLASHES 𝐫𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 + 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐭𝐢𝐦𝐞 𝐛𝐲 𝐨𝐯𝐞𝐫 𝟓𝟎%. Now we’re making it available for FREE. This language learning app built AI tools wayy before ChatGPT existed. Marketers - you should SCARE your users more often. Ramit Sethi talks about how someone once asked a well-known information product marketer: “Who’s going to read a...
Hi Reader ICYMI: Here is the latest-and-greatest from our socials “Vibe coding” is awesome. Until it isnt.𝗧𝗵𝗲 𝘂𝗻𝗰𝗼𝗺𝗳𝗼𝗿𝘁𝗮𝗯𝗹𝗲 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 “𝗲𝗻𝗼𝘂𝗴𝗵 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀.” How this CEO addressed the fear of AI across his company. This AI agent chats with your Meta ads, and SLASHES 𝐫𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 + 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐭𝐢𝐦𝐞 𝐛𝐲 𝐨𝐯𝐞𝐫 𝟓𝟎%. Now we’re making it available for FREE. “Not you. Step back.” Didn’t even look at me when he said it. The 8th grade school council was being picked: not a sports team. And I had the grades....