10x Your Creative Output with AI for Advertising [2024]

**Alex Cooper:** Today I'm going to be talking about AI and how we can use it. As Evan said, this is a massively hot button topic right now.

Uh, it feels like every time I log into Twitter or uh, or LinkedIn, there's a new feature, a new update, uh, a new something. Uh, so I thought this this presentation would be pretty timely, um, and uh, and I'll be talking about this today uh with everyone. So, uh we've got a lot to get through. Let's, um, let's not mess around and get straight into it.

In the next 35 minutes, I am going to be talking about 10 AI tools that you can use to decrease your cost and increase your creative output. How to generate AI UGC that looks legitimately real. My top uh ChatGPT prompts for turning customer reviews into ready to test ads. How to use Midjourney to create direct response ads the right way. A new tool that in beta that I have not yet spoke about on socials that uh is pretty mind-blowing. And finally, my predictions for AI in creative strategy over the next 12 months.

Okay, uh I want to start off uh with a quick, quick introduction, um, about me, what I do, and Evan did a very good job there. Um,

I put a poll in the chat just out of curiosity, who has seen my stuff before? Who has seen me anywhere on LinkedIn, uh Twitter or YouTube? Have you seen my content or am I a complete stranger to you?

Uh, can anyone see that poll? I hope so. If not, just give me a Y and a Y or an N in the chat.

Okay.

Got it. A lot of returning faces, a lot of new faces. Great to see. Um, look, for those of you who don't know who I am, I'm Alex Cooper, co-founder of Adcrate. We've worked with eight and nine figure brands like Huel, Licorice and The Perfect Jean. And what I do is I help people make better ads. So, let's get into it.

I want to start off with some myth busting. Um, a phrase that's bandied around a lot in this community right now is, I mean, AI will take our jobs. I see creative strategists say this, I see uh, creators, I see media buyers. And look, I, I think this is reminiscent of a couple of historical events and technological changes that we've had before. And I always like to look back to look forward. So to me, this is reminiscent of a few events like

in the 60s when the bank tellers said that ATMs will take our jobs. And then what happened? Well, the number of bank tellers and branches actually increased and bank tellers took on more customer service and and complex roles because the ATMs allowed it to.

Or in the 80s when computers were supposed to take the jobs of clerical workers. Um, and yes, some clerical worker jobs were eliminated, but it also created massive new industries like IT and software development and digital communication.

Or something that's closer to home, online shopping will take our jobs, said by retail employees in the 90s. Um, and that created e-commerce, logistics, warehousing, and the industry that a lot of us right now work inside of, digital marketing. There are so many more examples I could give give you guys, uh but the point that I'm trying to get across is,

history doesn't repeat itself, but it often does rhyme. And look, you could argue that this is different this time round or it might happen faster with AI because we have technology now that's faster evolving because we've got more technology built. And at some point, artificial super intelligence uh will be able to improve itself. The point I'm trying to make is that what might feel uncommon or unprecedented to us right now, usually in most cases, we can look at patterns throughout history and at least uh observe something in some capacity.

I don't know what's going to happen with AI. I really don't. Um, but what I do know is that when there have been technological changes in the past, um, it usually makes the best better and the rest expendable. Those who are willing to adapt and embrace AI and use it will become a better marketer. Those who ignore AI and don't invest the time in learning it will get left behind.

And look, this might seem a little bit sensationalist, uh given the context of today's talk, but I promise you over a one year, two year, five year time horizon, starting to bear hug this stuff right now, uh will really you'll really reap the compound rewards uh in the years to come as this tech continues to develop and it only gets faster and stronger and better.

But I'm sure you guys didn't come here to listen to my macro takes, um, on AI. So let's actually talk about some technical stuff. What can we do today to make more or better ads? And let's get technical. This is going to be pretty fast-paced, guys. It's going to be very tactical and hopefully very actionable for you. Um, the Motion team have done a good job in letting everyone know the recording is going to be available after this. Uh, I also will be sharing these slides. So you're more than welcome to take notes, um, but you will have access to the recording and the slides at the end of the presentation.

So, I've split this down into two sections. We've got video ads and we have image ads. I've put this in chronological order throughout the creative workflow process.

So let's start off with video ads and a tool that I'm hoping if you're on this summit that you've heard of,

uh called ChatGPT. Now, I'm not going to sit here and go through all of the mainstream use cases like getting it to write scripts or getting it to show the benefits or the pain points. Most of us already do that. I'm going to show you a few more uh niche use cases that we have at Adcrate and how you might be able to apply that in your own creative strategy.

The first analysis I like to run with ChatGPT is called a competitor gap analysis. And actually, as I was watching the video before I came on stage, uh exactly what Motion have just implemented into uh the new version of Motion, which I'm very pumped about. But the idea here is that we're looking at uh our competitors and we're saying to ChatGPT, hey, here's uh here's our competition, here's their review page. I want you to look at the similarities, the differences, and most importantly, what are the opportunities uh for us to take in angles in our ad creative. This is an example that we did for Huel, uh where we looked at AG1 and Soylent and we found that in AG1 and Soylent, customers were pretty dissatisfied with the taste of it. We didn't actually get that in in Huel's reviews and actually many people said that they were very happy with the taste. So, we leaned into that in an angle in our statics and in our video ads and we found many winning ideas and angles from looking at what our competitors are weak at and what we are strong at or at least what our competitors are weak at and like customers aren't dissatisfied with. And there's a lot of opportunities you can get from doing analysis like this through GPT or through Motion.

One-liners is another use case that I love. If you followed my content in any capacity over the last few months, you'll know that I'm a big fan of generating like taking the phrases and words that our customers use when they're talking about our pain points, when they're talking about their desired transformations and sprinkling that into our creative.

Uh, sprinkling into not just the creative actually, into the uh into the landing pages and into the post purchase as well. Did someone just change my view? I think I've gone very big there.

Um, let me try and change it as I continue going through uh the slides.

Um, okay. So, uh, one-liners are great uh for looking through your reviews and if you have a lot of reviews, this is particularly helpful. We can, um, we can look for these kind of one-liners and use them in statics, use them in uh mashups or use them in headlines, um, uh and hooks in our videos.

And we can't we don't just have to do this for ad comments, we can do it in Reddit posts, we can do it in articles, we can do it in forums, uh and social listening with ChatGPT as well. And yes, you can do this stuff manually, um, but uh, but you can analyze 20, 30, 40 at a time uh if you do it through ChatGPT. So for example, I put in a Google search saying, how to remove uh how to get rid of dandruff. And I found this Quora post, put it into GPT and gave it the prompt below. And it gave me a load of golden nuggets that I can take and I can use in my strategy. There is no home remedy for dandruff, believe me. Or my dandruff started spreading to different body parts like my forehead, ears, cheeks, chest, back, and thighs. Not good, uh but good for ads. Um, and I can do that with many different articles, Reddit posts, forums, etc. uh and listen through ChatGPT.

And actually when you think about it guys, like that's reviews and social listening, but most of the creative research process for your audience is just a process of collating and organizing information. And if that's the case, then most of the research that you do can be turned into ChatGPT prompts or at least or at least aided by ChatGPT prompts. So you can do this with your ad comments, you can do this with your competitor research, you can do this with tickets and surveys. Uh the only part of the research process that you can't really do this for is organic research. Um, when you're looking at TikToks and uh Instagram reels and YouTube shorts. But pretty much everything else can be turned into GPT prompts.

And that's why, especially when I was starting out, uh using AI, um, I built what I called a prompt library. And this is just basically a very simple spreadsheet uh that I log my entire um manual process. So whenever I'm doing some manual research, I log the process into GPT and I think if there is a way to uh turn this into a prompt. And in many cases, you'll be surprised there is. Uh that's why we've like converted a lot of our research process um into AI prompts and and with the help of AI, which means that we can do more research, take in more ideas and work out what are the priority angles for us to focus on when we're doing our creative strategy. That's the thing here. I don't want to just give you guys prompts. I I would rather uh get you to get into the habit of building your own prompt libraries. I do think there's going to be a premium on strategists in the next few years that know how to ask the right questions to AI. And you don't get that by copying other people's prompts. You get that by developing your own prompts and using GPT to work out what prompts in your own specific research process can be aided through the AI.

If you're too lazy for that, then I do have some of my favorite prompts here. Um, a question I often get asked is uh ChatGPT or Claude? And um, I mean, I don't have too much of a preference. They're they're neck and neck for me. Um, I think Claude is slightly better at creative writing and GPT is slightly better at organizing um and and processing data, which is why I tend to use it for the most part. Uh, but yeah, I mean, I've actually got a prompt sheet for you of over 50 prompts.

If you hang around to the end, I will give you access uh to this whole prompt cheat sheet and those are some of my favorite prompts as it pertains to ChatGPT.

Okay, I've got another uh another poll for you guys. Another tool that I actually saw people talking about in the chat in the previous uh in the previous talk, which is great. Um, I am going to put up a poll. Who here has heard of or actively uses Arcads? Either vote in the poll for me or give me a Y or an N in the chat.

Again, I see a a bit of a mixture. See some Ys, see some Ns, a lot of Ns. Interesting.

Got it. Good mixture. Um, look, Arcads for those of you who are not aware is a tool for AI UGC where you can type in the text that you want a creator to say and it will have real creators who have licensed their uh their face away, saying those words that you've typed in in their voice.

So I first made a video about Arcads in about uh February or March uh of this year when it just came out. And since then, I've seen a lot of Arcads ads on my feed. A lot of AI UGC ads on my feed in general. I still think most of them are doing them wrong. Um, I still see a lot of AI ads where we're running the raw, uncut version with a couple of text overlays and that's pretty much it. Let me show you an example of an ad that we made with AI uh for licorice.com, um that is in my opinion, a way better example of how you should use this kind of technology to um create ads with AI. I'm not going to play the whole thing through. Uh it's just a GIF of it, but like these, all these faces in ads are like they're real people, but it's just the AI versions of them. This B-roll is real, uh but she's that's an AI version of the girl. Same there. And throughout the entire ad. This is a sped up version of it, but the point I'm trying to get across is

when you have AI UGC like this, in my opinion, the technology isn't yet good enough to be able to run it standalone. And I would argue if you have run it standalone and it has worked, it has worked in spite of the creative, not because of. We've done extensive testing on this at Adcrate and this type of ad where you are masking it with things like B-roll and short clips and green screens and actual real B-roll footage, like that guy at the end there, who some of you may recognize. If you interlace it with real footage, it's very difficult for a let alone like a marketer, let alone a consumer to be able to tell that these are AI creators.

I want to quickly touch on some settings inside of Arcads and look, I'm I'm not getting paid for this by Arcads. I should be. Um, there are other options out there as well. Creativefy is there and there's another one that I think people use but I can't remember the name of. Um, settings we use inside of Arcads uh for voice generation, the speed we set at 1.1 to 1.15. Stability, we set at 75 and clarity stays as is on the default. Now, obviously you want to play around for each actor to see what is the optimal uh setting for you.

You can generate the voiceover before you spend a credit and actually generate the video version, which is great because you can do it as many times as you want, tweak it until it's the perfect um voice for you. Arcads also gives this pretty lengthy pronunciation guide. And what you can do with this is like it it will tell you how to use caps or or speech marks to uh focus on certain words or phrases that you want pronounced differently. If you like want to put specific emphasis on key points. Now you can use this to to put like caps or speech marks on some of your words.

Or you can also use a feature that uh they launched a few weeks ago, which is called speech to speech. Um, which I'm a big fan of. When you use speech to speech, you can literally talk into Arcads and and say your script and say like, this is the best licorice ever, um, delivered in two to three days, uh 50 plus flavors, go and get it now. And in your tone and inflections, but in the actor's voice that you select, it will give you your AI video. And this is very useful for people who are struggling to find the right tone and inflections or your voice sounds a little bit inauthentic when you use the text to speech feature. So between the three options that you've got there, there's definitely a um there's definitely a lot you can do uh to make sure that your voices uh end up sounding uh authentic.

Okay. I put this slide in here, um, partially as a bit of a joke, but partially because, um, people always respond to my AI stuff saying, oh, but I can tell it's AI, it doesn't really perform in the ad account. Uh, this is a motion screenshot, um, of an ad that is currently running winning right now, 100k spent in the last 30 days, guys. And I've got multiple examples like this that I could show you. AI ads are working. I I will candidly say that like this is still the minority of our content and by no means is every ad that we're producing an AI UGC ad like this, but I am saying that expect this technology as it gets better to become more prominent and I think it's naive to not at least give it a go and see if it works inside your account. The other thing that I want to note here is look at those two bottom numbers, everyone. 11% hook rate and a 2% hold rate. Let's stop glorifying uh hook rates and hold rates like they mean anything for performance. They are good diagnostics to see if we can improve an ad, but it does not mean anything about how the ad performed at the end of the day if you do not have relevant attention. Attention means nothing. But I digress. By the way, if you're a creator, there's no reason why you shouldn't uh go and offer this uh to your clients. Like why you shouldn't go and like pick a bunch of creators on like AI creators and uh offer to your clients like, I'm a human creator, I've also got AI creators with me. I don't know if that would make you more sticky, maybe it would. Um, if uh if brands would rather work with a like a diverse group of creators rather than just one person, but it could be something to discuss with the clients that you work with.

Okay, next tool uh is a tool called Air. Let's talk content management uh and repurposing. Air is a great tool that allows us to tag all of our uh assets as they come in. We have someone full-time working on tagging air assets. I mean, obviously we do because we're an agency, you likely won't do if you're a brand. But when you get to the point where you're spending a lot and you have a lot of assets inside of your folder, um, you'll be very glad you put in a system like this.

We can tag things like, you know, studio A-roll, B-roll, statics, UGC stuff, voiceovers. Um, these are all custom variables by the way, so you could you can go and set up by value prop, you can go and set up like hook body CTA.

So that when your editors are editing videos, then they can just filter down for UGC B-roll by Hannah, uh for SKU X. And like I can pick from 10 assets rather than having to pick from a Google Drive of 100 different uh or 100 or a thousand different um assets. I can't tell you how important our editors find this software. Again, there are also other alternatives like Playbook or uh I think Opus just announced yesterday that they're going to compete with these guys. Um, so whatever you choose, something like this is much better than a Google Drive or a uh a Dropbox.

Let's just say for example, right now, you are spending uh you're working with 10 content creators a month or a quarter or whatever it is, and you're paying $200, $200 per creative. Um, you're spending 2 grand a month on ads.

Let's have a think and if you've got an editor who you're paying a few hundred dollars a month and 100 or so in in subscriptions, um, and they're able to produce an extra 20 mashups for no additional creator costs, suddenly we've gone from $200 an ad to just $87 per ad. That's almost more than half in uh the the cost per creative.

Now, what if instead of working with human creators for $200, we are uh we we work with AI creators? Now we're looking at just $23 per ad. And guys, please don't misconstrue this and go and throw away all your uh all of your human creators. Um, I think that's a very stupid thing to do. The reason that I am showing you this is just to give you some perspective on how much more volume you can do when you integrate this into your workflow. Like I said, I'm very much um in the minority, like of our ads uh that are that are being done uh through AI, but uh it is growing.

Okay, let's talk about uh the next tool, Magnific. This is an AI tool that you can use to uh upscale um assets uh from ads. And I want to talk about like carrying on talking about the idea of getting the same from what you already have. Like not spending any extra creative costs um and trying to see if you can get more out of it.

What you'll find when you watch your ads back uh over and over again, or at least we've found in many cases that there are multiple points of the ad that you can use as statics. And like add overlays on it, add captions, etc. and and turn them into statics.

What Magnific does is it helps you take those if they are low like low quality and upscale them uh into uh ready to test static ads. Now, I'm not sure if uh if the screen share here does the best job of it. Um, I mean, whether you use Magnific or not, I I don't really care, but like it it is useful to do this.

So even if you don't, uh just to take frames from your static ads and put captions on them like we did for this one here for licorice.com. Once again, cost nothing to make, feels super, super native, and uh anyone can make these in minutes. Great ads that you can improve your volume in like literally today.

Okay, let's talk about uh Google AI Studio. Um, I'm talking about going to talk about analysis now. Of course, like every person in this like summit, if you are on here, there is no reason not to be using Motion. Uh, I love Motion. It's an essential part of uh of our workflow. Um, and I don't know where we'd be without it. Another analysis tool that I have been uh very interested in uh recently is uh Google AI Studio and Gemini. Um, and actually Motion team, like I'd be curious to see how much of this uh is actually built into the new AI stuff. Um, and if not, how much of it we could build into the next uh version of what you're building.

Google AI Studio is currently the only AI video tool that can uh watch and analyze video.

What I mean by that? Well, I gave it our top performing ad for one of our clients, Opopop, and it was able to and I said to it like, here's the stuff that we've made for Opopop that's worked. What do you think the commonalities are in uh in these ads and like why like what are some patterns that humans might miss? And it was able to watch all these ads, listen to listen to the audio and like look at the visuals and pick out for me uh what um like what was working and and what wasn't. I'm not going to show the whole response because it includes some stuff that like I don't want competitors to see. Uh but um there were some very good insights in there and like there's so many, like given that it can it can watch videos and then report back, there are so many uh ideas and like insights you can get off the back of this.

For example, I then gave it five ads that didn't perform and I said, look at the stuff that has worked, look at the stuff that hasn't worked, what are the common traits in the stuff that has worked and what can we avoid in the stuff that hasn't worked? And it gave me uh a bunch of uh a bunch of feedback. And anyone in the Adcrate team will tell you like this stuff is correct. We've been on the Opopop account for a year and a half now. When we focus on product features, uh and and we put less emphasis on taste tests and positive reactions, the ad doesn't perform as well. When we focus on deliciousness and we're just simple and direct, it performs better. And it did this with five ads that worked and five ads uh that didn't. And um, uh I mean, I haven't tested like what the limit is and how much you could uh how much you could put through here, but it's really interesting to me. Like there there are so many ideas you can get off the back of this. You could put your untested ads in here and you can say like, can you give me feedback? Can you check for spelling errors? Can you check for cultural references in the audience that I'm I'm marketing to? You could put your organic stuff in here. You could put your organic stuff in and say, um, here's all of our uh organic videos that did over a million um in in views or whatever metric you want to define it by. Uh, look at the things that that worked in them and here's all the stuff that didn't didn't do well. What are the commonalities? What should we do more of and what should we do less of? And once again, like super, super cheap. Uh they have you can buy a bunch of tokens for very cheap on Google Data Studio as well.

If you're interested in this, it's just the tip of the iceberg. There are so many other use cases that I haven't covered here. I am dropping a video on uh on YouTube on this on Tuesday or Wednesday, I believe. Um, so go and subscribe. Type in Alex Cooper Adcrate. Uh, I'm not yet at the level of notoriety where uh you can type in Alex Cooper and I come up.

Um, but uh we're working on it.

Image ads tools.

Let's talk about the research process and go back to ChatGPT.

Um, a lot of the stuff that we talked about earlier uh is very much applicable uh in the static headline uh in the static uh department. Um, but one prompt that I love to use for statics is is this one. In the same way that we filtered out for one-liners, we could filter for uh customer reviews to put as testimonials. So, I said, look through these reviews and find the ones most suitable for a Facebook ad headline. It should not be long, but it should use the customer's language to convey. And like these these ads here, super, super simple. Like no need to overcomplicate our static ads. Bye bye bloating. The only shampoo that ended my dandruff battle. My husband is 60, but he feels like he's 30. These are all very simple ads uh that that went on and and did well inside our ad accounts. Um and they're pulled directly from customer reviews. There's no need to be clever here. In many cases, uh our customers can be our copywriters.

Midjourney, possibly my favorite uh tool of them all. Um, because I think it's pretty underutilized by creative strategists. We have this kind of notion as strategists that because Midjourney can't uh generate uh product images yet, uh that uh it's uh like you can't make good ads from it.

From my experience, that is unequivocally not true. Uh in fact, I like to make direct response ads two ways through Midjourney. One through benefits and one through uh pain points. Um, so I mean, I just think about like how can we display them as the main image and then we can put on a bar or a circle like we have done on on the ad on the right, uh to display uh the actual product itself.

So if we're going to make one for one of our uh clients, uh Tumbler, uh they are a knife sharpening brand and their value prop is sharpen quicker and have have nicer meals, better and easier.

Uh, I went in and I just put in a very simple prompt. A lot of people online will talk about uh the like a lot of people online will will talk about like all the knowledge and and technical like prompting intricacies that you have to use with Midjourney. I am very much of the opinion that at least for direct response ads, you don't need anything overly complicated.

Um, I just like I said, I just play with the stylization. Stylization is how quickly, like how uh how much it sticks to the brief. I honestly couldn't tell you what weirdness and variety does. I just like to play around with them, get and generate a bunch of different variations, and then I just pick the best one. Like that for me is a lot quicker than trying to work out the perfect prompt, enter it and uh and pick the one we want.

You can use uh the vary buttons, subtle and strong to uh to adjust the one that you found that you want, um which I do do as well. But like I said, I just do a bunch of them, work on it until we found the one we want and then uh we're we're good to go.

So as you can see here, very simple static ad, a ChatGPT generated headline from customer reviews, a Midjourney image, and a product image at the bottom with uh with a CTA. And all of that took as much as 10 minutes uh or less really to to go and create. And I can put out as many images as I want. I can change the headline, I can change the image and and test that to oblivion uh with our Midjourney statics.

Here are some more that the Adcrate team uh put together. Um, we've got a a before and after on the left, a very common static concept. We've got a feature highlight in the middle and a bit of a crossover with the ugly ads world for those of you who are into that on the right hand side with the post-it note Midjourney ad.

You can also actually make videos with uh with Midjourney. Um, it's pretty simple. All you got to do is you just put put together a script, go to GPT and say like, here's my script, come up with Midjourney prompts for each line. Uh, Midjourney generates the assets and just go and put it into Premiere Pro. This typically works a lot better um where you have a problem solution type ad. Uh and as you can see here, we usually sit in the problem with the Midjourney assets and then as soon as it switches to the uh the solution, that's when we introduce actual B-roll from the real product.

Cool. Here's a new tool that I'm uh that I'm very much enjoying at the moment and and looking to see how they grow. There's only two more left and then we'll wrap up and we'll do a little bit of a Q&A. Imagine Create is like Midjourney, but think Midjourney with product images.

So these images were generated with just the white background uh product image. And uh so I just literally just gave it like the the shoe and the white background uh for this one and and the Flakes one on the right, I gave it just the the anti-dandruff shampoo.

And you can prompt it in just like you can with Midjourney. And this is really interesting because you can then potentially eliminate the need to shoot new ads for statics or shoot new uh product pictures for statics, shoot new product pictures for your site as well. Like when this technology develops and it's still pretty rough, you still if you look closely, you can tell this is AI. Um, but Arcads was also pretty rough when it launched and arguably is still pretty rough now and that's working inside the account. So I'm very much looking forward to seeing how these guys develop uh over the next few months as well. Like I said, you can generate with the templates on the right or with uh the prompt at the bottom.

Here's a couple of examples. Once again, super, super simple uh prompts.

And they're not perfect, but I mean, they get in there. These guys are moving pretty fast.

Okay, my final tool to share today before I go into a couple of predictions uh for 2025 and beyond is Creative OS.

Creative OS is a great tool that we use a lot at Adcrate, um, because it has over 800 static templates and you can literally take it, copy it into Figma, and then change it out with your image and your um your image and your headline.

Um, that's simple.

So if I wanted to go and make this ad, I literally copy it, I put it into Figma and I've updated it. The eagle-eyed amongst you will see that that's the Imagine Create ad that we just made a moment ago. And I'm going to update with my picture and my headline and like boom, two minutes, I've got an ad that's like ready to go. Um, and once again, I can test as many different headlines, as many different product images as I want to.

So to summarize, for image ads, we've got ChatGPT for the copy, uh Air for the uh assets, um storing assets, sorry, Midjourney and Imagine Create for asset generation. Uh and then we've got we've got Creative OS uh for the design uh and spitting out all of our static ads that we can make a ton of different variations of.

And an overall summary uh across video and statics. To make more video ads, conduct research and ideation with GPT, create AI UGC inside of Arcads, edit ads in Descript, build a content library in Air, use ElevenLabs for AI voiceovers, and use Google Studio AI to analyze videos. To make more image ads, use Magnific to upscale images from videos, use ChatGPT to write headlines, create images without product images in Midjourney, create images with product images in ImagineCreate, and use CreativeOS with all of the above to generate unlimited static ads.

Now, this stuff changes all the time, as I said at the top of the call. Um, I tweet about it a lot. So if you haven't already, give me a follow on Twitter, um, and YouTube actually, because whenever something happens, I talk about it. I am a real nerd when it comes to AI in creative strategy. So, um, yeah, uh follow me if you want to go and follow me.

Okay, I put this slide on here, um, mainly because I want to look stupid in about two years time. Um, we've covered the past, we've covered the present, um, uh so I thought that I might as well uh give a little bit of my predictions for the future.

Over the short term, um, I think that AI UGC becomes indistinguishable from humans. Organic creators constantly look for new ways to signal that they are a real person. I actually think that even though there's going to be a lot more AI ads on our feed, content's actually going to get uglier, uh and ads are going to get uglier, um, as we try to signal that we are not AI, we are real people. And it'll be interesting to see how the AI tries to play catch up with that and if it can replicate the authenticity of um of the real person. This is not going to come as a shock to anyone, but asking AI the right questions becomes a sought after skill. Those who can do this will be able to charge a premium. Uh it's a skill that we should all be practicing and developing our own prompt libraries, like I said. I can give you all the prompts, but I would love for you guys to develop your own prompts for your own research processes because that is how you build the muscle of working with GPT.

Over the long term, I think that Meta will develop AI to repurpose existing assets inside of Ads Manager and it will deliver one-to-one custom ads dependent on what people convert off of. Because I know that Evan converts off of three reasons why and Elliot converts off of a uh a before and after. I don't think this is going to replace creative that we make because you still need net new stuff. Um, but I do think that uh Meta are going to provide supplementary creative because they've already got all the footage inside your ads manager, especially if you spend a lot with them. So those are my uh predictions.

Uh that's all I've really got for you in terms of today's talk.

I do want to leave you with a quote though, um, that I that I think about a lot when it comes to AI. The future doesn't belong to those who know the most, uh it belongs to those who know learn the fastest. And the fastest way to learn when it comes to AI is through doing. Trying all the tools, making the connections, asking the the questions, and really like bear hugging this stuff because like I said, you will reap the compound rewards over the next few years if you're on the forefront of this rather than trying to play catch up.

And finally, um, as I promised, I've got some free resources for you. Um, if we could put this in the chat, that would be great. Otherwise, uh I've got the presentation slides, I've got my 50+ ChatGPT prompts cheat sheet, my entire creative strategy process for making winning ads, and uh my creative strategy research template. All of that you can access for free at adcrate.co/resource/summit. Adcrate.co/resource/summit.

And I do have something to pitch to you guys today. It's not a course, uh it's not even my services. It's actually a job.

Um, so if you're a creative strategist, uh preferably uh one with good experience, uh we are looking for someone that's full-time, someone who is remote. Um this was actually one of our shoots in LA a few weeks ago, uh which was a lot of fun, but this is a remote role. And we're always looking for more talented strategists to join our small but mighty team. So go to adcrate.co/careers if you're interested in applying and our wonderful head of strategy, Anna, will pick up your application and um and go through it and get back to you.

Okay, um I don't know if I've gone over or not. If I have, I apologize Motion team. Uh, create. Cool. Uh I'll open the floor up for any questions now and we can take it from there.

**Evan Lee:** Nah, man, you killed it. You killed it. This is such a hot button topic. So like the fact that you can get on the stage, rock out and crush it, especially when it's just like polarizing to a lot of people. Congrats, man. Show love in the chat, y'all. This was incredible. This was absolutely incredible and I know I walked away with some stuff.

How you feel, man?

**Alex Cooper:** Feeling good, dude. Feeling good. Thank you for having me on again and uh yeah, I hope people got value from it.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic.

So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you.Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life. So I feel like you knocked it out of the park, man. Knocked it out of the park.

Alex, man, appreciate you. Appreciate you coming through, rocking out. Absolutely crushing it, man. Thanks a ton. Thanks a ton for your eyes and ears. I appreciate it.

**Alex Cooper:** Thank you, dude. Appreciate you guys.

**Evan Lee:** Amazing. Okay, everyone, get your questions into the Q&A tab or continue to upvote because where I'm going to start with the Q&A is just what have the most upvoted questions been, so we can get the man himself answering all this good stuff, okay? Fantastic. So, the first question that I see up here is that now digging just into your opinions more or less, right? So Alex, on your end, Christian asks, do you feel like AI takes any of the personality out of the creative?

**Alex Cooper:** Yes, I do. Um, I think it takes personality out of the creator because at this point in time, uh the technology is not there yet to replicate the authenticity of humans. I don't know if it ever will be. Like that's what I'm really curious to see. Will it get to the point where like, right now if I'm a human creator, like there are a lot of like subtle tricks that I might use to try and signal that I'm not AI, I'm a real person. I might like start the video by putting my phone down so you can you can see me. I might record from a low angle so you can see my double chin. Like little like intricacies like that that I wonder how AI will be able to replicate. But yeah, it does. It does take the personality out of creative. Um, I guess from a strategist perspective, it's still the same skills that you would use when you're writing a brief for a human creator that you use for AI creators, but I don't disagree. It does take the personality out of creative.

**Evan Lee:** So, things are evolving quite a bit.

And the next question we have here is from Crystal. And honestly, there was a similar question just in the Savannah session around the FCT guidelines and what you can and label and can't and how seriously do you take it. So in this world, don't you have to label it made with AI in platforms and then consumers tend to react negatively or any context there?

**Alex Cooper:** Yeah, uh great question. Uh so, I mean, look, you should be labeling it. For all of our ads that we run with AI, we do have a a disclaimer at the bottom of the ad, uh the ones that are live. Um, whether people do it or not is a different question, but for all intensive purposes, you should be labeling all of your AI creatives. And what you absolutely should not be doing is making I statements with AI. Because that is now a false claim. Like you can't say this is the best licorice I've ever tried if you're an AI creator because that's just factually not true. So, yes, you should be labeling and uh and not using I statements in your script at all.

**Evan Lee:** Cool.

Now, there's another one with ChatGPT in there. Thoughts on Perplexity versus ChatGPT?

**Alex Cooper:** Great question. Uh, Perplexity is great for research. Uh it weighs uh it weighs its answers more towards studies. So when you've got questions, like I mean, I actually didn't put the slide in today, but like when I've got questions like uh looking like give me five shocking statistics about dandruff, I will use Perplexity for that because it's good at like looking at studies and and weighing it towards research. I prefer ChatGPT for the most part, but um, if I've got a prompt like that, I will always put it through Perplexity to see if it links me to any like studies, Reddit posts, etc. uh to get second thoughts.

**Evan Lee:** It's always so funny seeing the examples that people pull from. Like I wonder if you were working on something with dandruff more recently and you're like, ah, that's why, lines up so nicely.

**Alex Cooper:** Maybe.

**Evan Lee:** Yeah, yeah, but I also think we're just like in my world too, it's just like everything's evolving, right? And I think like you you need to express and test and find the boundaries of what it starts to look like without crossing that boundary. And that's exactly what I feel like you talked about today. So it works out perfectly.

**Alex Cooper:** I mean, yeah, and and look, what I will say is like boundaries change. Um, when I released the AI uh the Arcads video in in uh in March, I got a even though it's not my product, I got a load of hate for it. Like a load of hate. Um, people saying this is unethical, how can you do this? Like this isn't going to work, that people are going to ban this. And now kind of like a lot of people that I know use Arcads. So I'm not saying whether that's right or wrong. I'm just saying that like boundaries will change over time as this becomes more mainstream adopted. Like I said, I can't make that decision for you. Um, you just want to decide where like where you stand with it.

**Evan Lee:** And our job is to make people think at the end of the day. So it's like whether they agree or not, it's just like providing insight into all elements of what they need in our case to make great ads come to life.