Use AI to make ads for each audience, like podcasters or app makers

Luke Harries… we have the top down view, but we're mainly thinking bottoms up. And so, we treat each channel as its own growth engine, and actually our biggest one still is Google and Google search. And so, what we're doing is like that, we're obsessed of, okay, how do we make really great ad copy? How do we localize it to all the GOs? How do we have really high converging landing pages? And then it's like, okay, week over week, how do you scale it 10%, 20%.

Luke HarriesFor Meta, it's a similar one where yes, you want great amount of creative, but you also want really high quality. And then when I think about scaling creative in order to unlock, what you actually want to do is more segmentation. So, you are maybe using AI to help before maybe if you just had a general like, here's how to make images and videos with AI, but now you can go that one level deeper, like here's how podcasters or here's how people making apps can create with image and video. And you can use AI to do that like personalization segmentation.

Luke HarriesThe other really big unlock for us has been the localization side, and that's where we've really lent into AI. As a side note, we initially went down the route of you pay an expensive SaaS app for localization, you pay for an agency to then who have people to localize it. But I kept on having our team just sending screenshots of ChatGPT being like, "Oh, we should use this phrasing instead is way better." And I was like, "Well, if the LLMs are way …