070: With Great AI, Comes Great Responsibility...

Hello, you lovely Creatives!

Welcome to Volume 7️⃣0️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

And today on the cutting board…

Everyone’s asking the wrong question.

“Will AI replace creatives?”

Wrong lens. Wrong debate. 

That’s not what’s happening.

Here’s the real shift:

AI is removing the production bottleneck - and now your strategy has nowhere to hide.

When visuals take minutes instead of weeks, the biggest constraint is your thinking.

• Can you generate five clear testing angles?
  

• Can your team ship 30 iterations without breaking brand?
  

• Can you spot signal in the noise fast enough to scale it?

This is where most teams get exposed. 

Because AI hasn’t eliminated the need for creative direction. 

Far from it, in fact. 

What it has done?

Magnified the gap between people who have it…

…and people who are winging it.

If you’ve already built a system for testing, optimization, and performance-driven creative, you’re in a better position than ever.

If you haven’t, you’ll burn time, budget, and brand consistency faster than you can prompt your way out of it.

So let’s get into where AI-generated visuals deliver a real advantage—and where the smartest brands are drawing the line.

Let’s roll. 

Enjoy,

Chase

Exclusive Partner: FERMÀT

🚀 Tailor Every Touchpoint. Experiment at Scale. No Design/Dev Required.

What if you could target every element of your buyer journey as easily as you can with your ads? Imagine not waiting for design & dev — you’re launching full funnels within minutes.

With FERMÀT, you don’t have to imagine.

FERMÀT gives marketers full control over the post-click experience, making it as easy to experiment with landing pages, PDPs, and carts as it is to test ad creative.

No dev. No bottlenecks. Just faster, smarter experimentation.

💡 Launch high-converting funnels in minutes—customize landing pages, PDPs, and shopping carts without touching your core ecomm site.

📈 Expand your testing surface area. Experiment across the entire buyer journey to unlock conversion wins.

🤖 Let AI do the work. Pierre, our AI agent, analyzes hundreds of thousands of ecommerce datapoints to optimize every touchpoint.

🎯 Deploy across all channels. FERMÀT funnels drive results not just for ads, but also for email, SMS, and even in-real-life QR code campaigns.

How Glossier Scaled Experimentation & Cut CPAs by 25% with FERMÀT

Beauty giant Glossier needed a faster way to test and optimize their post-click experience. With FERMÀT, they launched 24 high-performing funnels in just 8 months—each one tailored to specific audiences, products, and use cases.

🚀 The result? A 25% lower CPA on ad traffic sent to FERMÀT funnels.

Now, their team moves faster, tests more, and converts better.

You can, too.

👉 Want to see it in action? Book a demo with a funnel expert here.

Creative Velocity = Strategic Leverage

AI cuts the time between idea and execution.

No need to wait on a studio, designer, or retoucher to deliver variations. 

Brands can test visual hypotheses the same day they’re generated.

That means teams can:

• Quickly iterate on hooks and hero visuals
  

• Explore new environments, compositions, and product pairings
  

• React to performance data instead of relying on assumptions
  

This shortens the learning loop and encourages more decisive creative testing. 

For performance-minded teams, that opens up a serious advantage.

Personalization Is Now Practical

Custom visuals that used to take weeks can be developed in a few hours. Campaigns that once relied on broad-stroke visuals can now localize and niche down with precision.

Use cases are multiplying:

• Winter holiday creative built specifically for cold-weather regions
  

• Visuals tuned to Gen Z sensibilities vs. millennial lifestyle cues
  

• Background swaps for global markets without reshooting product

These aren’t fluffy tweaks. 

They directly impact ad relevance and conversion performance when paired with platform-native personalization tools.

Lower Investment, Higher Iteration

For small to mid-sized brands, production budgets have always capped creative velocity. With AI, the cost of high-volume visual testing drops dramatically.

This opens the door to a culture of creative experimentation—without sacrificing polish or brand standards. 

Now teams can confidently test:

• Multiple visual formats
  

• Different design languages
  

• New product positioning angles
  

The lift is lighter. The upside is compounding.

IP-Proof Creative Expansion

AI-generated visuals eliminate the legal and logistical friction that comes with stock assets or UGC licensing.

Brands can now:

• Design entirely new character systems
  

• Develop ownable aesthetic codes
  

• Build modular scenes without relying on talent or third-party imagery
  

This removes barriers to creativity without compromising safety or brand alignment.

Risks to Keep On Your Radar

No creative tool is bulletproof, and AI visuals come with a few caveats.

Here’s what performance brands should watch for:

Visual Trust Breaks Fast

Images that feel overly synthetic or “too clean” can tank performance—especially in product-forward ads.

The line between polished and artificial isn’t always obvious, but customers can feel it.

Pairing AI-generated environments with real product photos creates a useful balance.

The output feels elevated, but still grounded.

Platforms Are Watching

Ad platforms are tightening their rules around realism, accuracy, and representation.

Generative content that simulates people or implies transformation (think before/after) is getting more scrutiny.

Creative leads should build internal review workflows to screen for potential compliance risks before assets hit the platform.

Consistency Demands More Discipline

Visual variation at scale is powerful—but also dangerous if left unchecked.

Without prompt guidance, brand visuals can quickly become fragmented.

Templates, systemized art direction, and brand-based prompt libraries help maintain a coherent identity, even across dozens of variations.

What Comes Next

This space is moving fast. AI-generated visuals aren’t a trend—they’re becoming infrastructure.

And a few shifts are already underway.

AI-Native Creative Agencies

Agencies built specifically to merge prompt engineering with media buying logic are beginning to emerge. These shops understand how to pair visual iteration with performance insights.

They’re not replacing traditional agencies—they’re building for a new kind of demand.

Live Feedback Loops Between Ads and Creative

Expect deeper integrations between creative tools and ad dashboards. As performance data gets piped into generation platforms, iteration will become real-time.

Visuals that work will automatically generate test variants. Low-performers will get flagged and refreshed without manual intervention.

Shift from Message-First to Visual-First Testing

Creative testing has long focused on copy—headlines, CTAs, intros.

That balance is shifting. With visual output friction gone, more brands are prioritizing image variation over text. Style, layout, aesthetic tone—those are now front-line variables in creative testing frameworks.

Final Word

AI tools don’t remove the need for strategy. 

They simply give strategy more room to move.

The real unlock is putting volume behind the right concepts, the right angles, and the right message.

That only happens when there’s a system behind the scenes—one that knows what it’s testing and why.

With AI in the mix, the best brands just got faster, more flexible, and harder to beat.

Until next time,

Chase

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!