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.
How to be dangerous in January
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Hey Reader True story. A fitness brand told me last week they're thinking of waiting until January to start testing. And I just... paused. I get it. January is the promised land, right? Everyone's motivated. Credit cards are out. "New Year New Me" is in full effect. But that's exactly the problem. January is GO TIME. The buyers are ready. The intent is through the roof. People are actively looking for what you sell. And if you're still "testing" during all that? You're warming up while everyone else is printing. You're doing jumping jacks in the locker room while the game is happening on the field. The BEST time to start testing was October. But if you missed that? You've still got time. Right now. Here's what I told them: The point isn't to be profitable right now. The point is proof of direction. You either learn you've got something that works — and you scale hard in January. Or you learn the fundamentals need work — and you save yourself from burning cash in Q1 without clarity. Either way, you go into January with data, direction, and confidence. Not guesses. Lincoln said something about spending 5 hours sharpening the axe before chopping down a tree. This is that. Right now. If you've got a subscription, fitness, wellness, or any kind of "New Year New You" offer... Don't wait for January. Hit reply and say "JANUARY" if you want me to show you how we'd set this up for you. Talk soon, Shamanth PS - Some goodies from our socials: How to get insights from your losing ads I think I’ve cracked Andromeda with AI ads How this top-grossing headshots app anticipated the next leap in AI photo generation 𝐖𝐞 𝐬𝐡𝐢𝐩 𝟏,𝟎𝟎𝟎+ 𝐚𝐝𝐬 𝐰𝐞𝐞𝐤𝐥𝐲 𝐮𝐬𝐢𝐧𝐠 𝐟𝐨𝐮𝐫 𝐀𝐈 𝐚𝐠𝐞𝐧𝐭𝐬. Web-to-app changed the entire creative testing economics for this kids’ app. Why weekly testing keeps teams aligned (and prevents “why did we make this?” moments) What we learn from history is that we dont learn from history. This is the breakthrough that made AI headshot generation possible |
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.
Hey Reader - Many moons ago, I read this book about Miyamoto Musashi. Legendary Japanese swordsman. In it, two swordsmen travel to challenge an old master named Yagyu Sekishusai. This dude was the real deal. The Shogun's weapons instructor. But he doesn't accept challenges anymore. ‘cos he's retired now - and aint got time for the young ‘uns. So instead of fighting, he sends each of them a single cut peony flower. One swordsman, a guy named Yoshioka, is insulted. He wanted a duel. Not a...
Hey Reader ICYMI: Here is the latest-and-greatest from our socials This underrated habit matters more than creative volume The underrated creative skill: knowing when an idea is truly new This framework makes creative iterations that actually teach you somethingHow to ensure creative iteration doesn’t stop before a breakthrough The surprising reason good creative concepts fail(and how to revive them) The 70/30 creative testing rule that helped them scale to hundreds of ads per monthWhy your...
Hey Reader ICYMI: Here is the latest-and-greatest from our socials Why this AI-first company’s human customer support felt like ‘AI’ - and AI customer support felt more human. This 7-day loop helped this kids’ app scale to 100s of creatives a week. Your biggest AI-challenge isnt the tech. It’s the people. I analyzed 77 𝗶𝗺𝗮𝗴𝗲 𝗮𝗱𝘀 for the book-summarizing app 𝗕𝗹𝗶𝗻𝗸𝗶𝘀𝘁 to uncover what’s converting, what’s educating, and what learning & productivity apps can shamelessly steal. and here is the...