Keep testing brand-new ad ideas instead of endless versions of one winner

Joseph Choi… to you just burn so much money if you if you test every single variation without taste. So like, you know, having the taste to fi like say, "Okay, we're going to do 10 variations instead of 4,000 upfront," it saves you so much money, and also just like accelerates the scaling process. Have you seen any solut- any any AI out there that helps with the taste part, like helps you find like here's the signals out there that we should be testing?

Patrick Stuart-ConstantSo one thing people do that we don't really at all is, you know, simply copying what the market leader is doing and, you know, setting up automations basically just to copy what the market leader in your niche is doing. We can't really do that because basically for all our apps within that niche, we're the market leader. And so we've got nobody to copy. Uh and we main- maintain our lead by continuously inventing new things and being the first people to show those new ideas, those new concepts.

Patrick Stuart-ConstantBut yeah, and to go back to your point, it's exactly that. The way I see ads and creatives, you've basically got an infinite search space. What AI allows you to do, it's test much more of that search space. And, you know, there's places in that search space which don't have which don't contain any good ads, there are others which contain a lot of ads. And so, you know, if you're if you you're taking one ad and you're doing endless variations of it, you're staying in the same part of the search space.

Patrick Stuart-ConstantAnd it's to be really efficient, you need to be testing lots of different things all over the search space. When something works, yeah, then you explore that part of the search space more in depth. I don't think you can really brute-force it, you know, if you sort of like reason by the absurd. Like, you know, you could one day maybe get AI to, you know, create a trillion ads for you. But then you can't actually test with a trillion ads because there's just not enough impressions and eyeballs in the world to test them out. So you do need this sort of mix of taste, data, and process to efficiently explore uh the the uh the search space.

Joseph ChoiJust like thinking about it as a search space makes a ton of sense, cuz you want to find, like you said, those pockets of, you know, certain areas within the search space that will hit um, but you don't know what those are, so you can't test, you know, all thousand, let's say it's like 1,000 grid squares in the space. You can't test every single one cuz you're basically just you're going to you're going to burn all your money um and time. And …