Practitioner pattern · Phil Carter (Sells growth advisory services to consumer subscription apps (Elemental Growth); Tolan and StudyFetch are clients.)
Film a real person once, then use AI for 30 languages and music variants
Advisor's standing advice to clients; no numbers
What they did
In their words
12 AI Growth Lessons for Subscription Apps – Phil Carter, Elemental Growth
Phil Carter… And again, we could do a whole episode on this, but the short version is there's a difference between creating AI powered ads wholesale through a platform like VO3 that's handling everything end to end, right? The video, the music, the person's voice versus using a real human being, but using tools like ElevenLabs for voice or Suno for background music that allow you to just create a lot more permutations of the same ad unit at the same time.
Phil CarterAnd so what I've advised my clients is be very, very careful about going the wholesale AI route and using a tool like VO3. One, because these tools are still evolving and I don't know that they're quite at the point yet where those ads are fully convincing. Two, because of the regulatory risk you brought up. And three, because there are a lot of consumers who have a really negative reaction if they detect that you're using an AI ad, which is increasingly hard to do, but it's a risk, right? Because if that blows back in your face, it could negatively impact your brand.
Phil CarterBut I think the risks are much lower and the benefits are every bit as high. If you can create real organic content coming from real human beings, but that just layers on ElevenLabs technology so that you can take one spokesperson and translate their message into 30 different languages using AI or take one 30-second ad unit on YouTube or TikTok and then use Suno to layer in multiple different background music tracks and see which one performs best. To me, that's the right place to be playing in right now.
David BarnardAnd one of the better uses too for diversification of creatives is also just using it as a brainstorming partner, is that mining your user reviews, mining feedback you get, mining anything you can get your hands on, competitors, competitor ads, and then using that to be able to more quickly iterate and try new things as well, not just, like you said, wholesale, creating assets using AI. All right, tip number four, highlighting AI features to …
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Tags: youtube, tiktok, ai-creative, creative-variations, ftc, brand-risk