panel discussion AI in creative strategy ·59 min ·Recorded Apr 2025

Meet the Innovators Transforming AI Advertising at Motion!

Reza Khadjavi, founder of Motion, hosts a panel of six creative strategy experts — Dara Denney, Mirella Crespi, Barry Hott, Alex Cooper, and Jimmy Slagle — to discuss the intersection of AI and performance creative. The panelists share practical workflows, tools, and philosophies on how AI augments human creativity in research, iteration, feedback, and content generation, while debating the ethics and future of AI avatars in UGC ads. A recurring theme is that fundamental creative strategy expertise remains paramount, and those who learn to wield AI thoughtfully — rather than chase every new tool — will have the edge.

What's discussed, in order

2 named frameworks

01 Context Library / Training Manual for AI
A curated reference document used to train AI models to produce on-brand, high-quality outputs.
Alex Cooper (own) · ~34:17Play
02 AI Day
A dedicated monthly day for team members to master a single AI tool relevant to their role.
Mirella Crespi (own, implemented at Creative Milkshake) · ~5Play

What's actually believed — in their own words

Expertise and exceptionalism around creative strategy is still king. You could be the best AI prompter in the world and that's actually not going to get you winning creative.

Reza Khadjavi · 2025 · opinion 03:08 #

Most AI tools promoted on Twitter/LinkedIn are "more flashy than practical.

Alex Cooper · 2025 · opinion 14:45 #

Your goal isn't to make ads, your goal is to make content that sells.

Barry Hott · 2025 · opinion 24:01 #

Within 2–3 years, every performance marketing team will have hundreds of AI agents and workflows in their creative operations.

Jimmy Slagle · 2025 · prediction 09:40 #

Within the next 6 months, the cost of creating static ads will become almost nothing.

Jimmy Slagle · 2025 · prediction 39:26 #

99% of brands Creative Milkshake works with refuse to use AI avatars due to negative audience reception.

Mirella Crespi · 2025 · observation 42:00 #

Younger audiences are better at sniffing out AI content than older audiences.

Alex Cooper · 2025 · observation 45:35 #

You're not going to be replaced by AI — you're going to be replaced by people who know how to use AI really well.

Mirella Crespi · 2025 · prediction 56:33 #

AI will solve lower-level work; professionals should rise to higher levels of abstraction.

Reza Khadjavi · 2025 · prediction 57:24 #

Barry has an ad running for months using his AI-cloned voice on a different avatar, and no audience comments indicate anyone has noticed it's AI.

Barry Hott · 2025 · anecdote 46:40 #

The do's and don'ts pulled from the session

Do this
  • Dara Denney: Use AI as a junior researcher to process reviews, ad comments, and organic post comments to surface objections and purchase triggers. 31:00 #
  • Alex Cooper: Build a context library with good/bad examples and the reasons why, then reference it every time you prompt. 34:17 #
  • Mirella Crespi: Generate hundreds of AI static ad variations to validate concepts before committing to video production. 29:00 #
  • Dara Denney: Use AI to rephrase your direct/terse feedback into clearer, kinder communication. 32:33 #
  • Barry Hott: Study the organic content your audience consumes — not competitor ads — and model your creative on that. 23:52 #
  • Jimmy Slagle: Use ChatGPT's Deep Research to analyze pain points, barriers, and psychological drivers for purchase decisions. 37:30 #
  • Jimmy Slagle: Use Gigabrain to run ChatGPT over Reddit conversations and surface authentic audience language. 37:17 #
  • Mirella Crespi: Take a screenshot of a winning UGC clip, have ChatGPT convert it to a detailed prompt (camera, lighting, depth of field), then feed that prompt into Mirage for realistic AI video. 47:31 #
  • Dara Denney: Start AI adoption with voiceovers on educational content — often indistinguishable from human voiceovers and low-risk for brands. 50:15 #
  • Barry Hott: Mix B-roll with AI voiceovers/avatars to mask AI artifacts that audiences might otherwise notice. 47:10 #
  • Mirella Crespi: Dedicate one "AI Day" per month for each team member to master one role-relevant AI tool. 55:56 #
  • Barry Hott: Add disclaimers ("paid actor," "testimonial reenactment") when using AI avatars to convey customer testimonials. 41:15 #
Don't do this
  • Barry Hott: Using AI avatars to deliver first-person "I statements" as fake testimonials — deceptive and likely illegal under FTC rules. 40:45 #
  • Barry Hott: Making content for CEOs, brand directors, or marketers rather than for your actual audience. 27:41 #
  • Alex Cooper: Chasing every new AI tool instead of fitting AI into existing proven workflows. 15:11 #
  • Alex Cooper: Giving an AI model minimal context (one prompt, one example) and expecting consistently high-quality outputs. 34:17 #
  • Mirella Crespi: Deploying AI avatars without audience sensitivity — most consumers currently react negatively, which hurts engagement. 42:00 #

Numbers quoted in this talk

Barry Hott: "I've been doing Facebook ads since 2008 — 17 years. I've spent about a billion dollars on the platform. I've generated billions of dollars in revenue." —
2025 · 08:12 #
Mirella Crespi: Manages a team of 30 people at Creative Milkshake. —
2025 · 55:16 #
Motion: "2,100+ teams shipping winning ads with Motion" (from ad). —
2025 · 59:03 #
ChatGPT Deep Research response times: 8 to 20 minutes. —
2025 · 37:50 #

Everything referenced on-screen and by name

People mentioned (excluding speakers)

  • Casey Neistat — YouTuber/filmmaker, cited for a video about the Insta360 X5 showing how cheaper tools lower the barrier to content creation.
  • Airbnb CEO (Brian Chesky, not named) — quoted by Mirella for his policy of not hiring unless a role can't be done by AI.
  • Travis Tyler — audience member whose question about AI-ad pushback was read aloud.
  • Laurynas Arlauskas — audience member who submitted the AI avatars question.

Brands / companies referenced

  • NYC Train Sign — Dara Denney's former e-commerce brand (LED subway time signs).
  • Creative Milkshake — Mirella Crespi's creative strategy and production studio.
  • Ad Create — Alex Cooper and Barry Hott's performance creative agency.
  • Human Squared — Jimmy Slagle's AI consultancy.
  • Building Ads with Barry — Barry Hott's media buying course.
  • Ugly Ads — Barry Hott's creative philosophy/brand.
  • Airbnb — referenced via CEO quote.
  • Motion customers (from outro ad): Vuori, True Classic, Hexclad, Jones Road, MUD\WTR, MuteSix, Ridge, Wpromote, Power.

Tools / products referenced (excluding Motion)

  • ChatGPT — used throughout for research, scripting, prompt generation.
  • Claude — mentioned as an alternative LLM.
  • Gigabrain — ChatGPT-over-Reddit research tool.
  • Deep Research (ChatGPT feature) — multi-source deep analysis.
  • Insta360 X5 — camera referenced via Casey Neistat.
  • Arcads — AI UGC avatar tool. (40:19, 46:05)
  • Mirage — AI video generation tool that ships 8-second clips. (45:54, 47:48)
  • Poppy — tool referenced for document/content processing.
  • Riley — Alex Cooper's tool for reviewing customer reviews to generate headlines.
  • Internal Human² tool: organic TikTok scraper.

External frameworks / concepts cited

  • FTC compliance / testimonial disclosure rules — referenced re: AI avatar legality.
  • Animation studio analogy — Mirella's friend's framing that AI content will eventually be accepted like animation.

1 ads referenced

Show all 1 ads with extraction details
Ad #1 — Motion
Motion ·Video, product demo, animated graphics, screen recordings, UGC-style clips ·58:50
Duration shown in this video
27 seconds
Hook (first 3 sec)
A grid of diverse video creatives appears on a purple background with the text "Ship more winning creative" overlaid.
Product / pitch
Motion is a creative analytics platform for performance marketing teams to analyze ad performance and improve creative strategy.
Key on-screen text
• "Ship more winning creative" • "Sprints" • "Launched creatives" • "Winning creatives" • "Unicorns" • "Join 2,100+ teams shipping winning ads with Motion" • Logos shown: vuori, TRUE CLASSIC, HEXCLAD, JONES ROAD, MUD\WTR, MUTESIX, RIDGE, WPROMOTE, Power • "Book a demo for a VIP tour" • "motionapp.com"
Key spoken lines
"It's time to ship more winning creative with Motion's creative analytics platform that helps you scale winners into unicorns and helps you figure out where your ads might need just a little more help. Join over 2,100 teams shipping winning ads with Motion, like Vuori, True Classic, HexClad, and more. Get a free VIP tour today and you can see how Motion can help your creative strategists and your media buyers speak the same language."
Visual style
Polished, high-fi, mixed media (screen recordings, animated UI elements, short video clips).
CTA / offer (if shown)
"Book a demo for a VIP tour"
Narrative arc
Hook (ship more winning creative) → Solution (Motion platform) → Features/Benefits (analytics, scaling winners) → Social Proof (brand logos) → CTA (book a demo).
Why shown in this video
This is a promotional ad for Motion, the company hosting the panel discussion.
Speaker's take
This is a standalone ad at the end of the video; it is not discussed by the panelists.

15 slides, in order

Show all 15 slides with full slide content
Slide #1 — Motion Logo
title-only ·0:00 ·Play
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Motion
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The Motion logo, consisting of three overlapping purple rectangles next to the word "Motion" in white text on a black background.
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Slide #2 — Meet the Expert Agents
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Motion presents Meet the Expert Agents
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A row of six headshots with names underneath.
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- Headshot of Alex Cooper - Headshot of Barry Hott - Headshot of Mirella Crespi - Headshot of Dara Denney - Headshot of Jimmy Slagle - Headshot of Reza Khadjavi
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"Hey everybody, thanks so much for joining. Um, so excited to be hosting this conversation today with a number of people that I have a deep, deep amount of respect for."
Slide #3 — All Speakers Grid View
2x3 grid ·5:31 ·Play
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A grid view showing the live video feeds of all six speakers. - Top row (L-R): Reza Khadjavi, Barry Hott, Jimmy Slagle - Bottom row (L-R): Alex Cooper, Mirella Crespi, Dara Denney
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"Let's let's get the experts in here... let's get everyone on stage."
Slide #4 — Q&A: AI Workflow Improvement
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A question from the audience is displayed on the right side of the screen. - "Anonymous 6:26 PM" - "What part of your workflow has AI legitimately improved?" - A thumbs-up icon with the number 4 is shown below the question.
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"Here's here's a question I'm selfishly want to know what you all think about this. So I'm just cherry picking it because I'd love to know what you all think about this. Um, can each of you talk a bit about what part of your workflow has AI legitimately improved?"
Slide #5 — Q&A: AI Avatars in UGC Ads
mixed ·39:53 ·Play
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A question from the audience is displayed on the right side of the screen. - "Laurynas Arlauskas 6:31 PM" - "What's your take on AI avatars in UGC ads? Unavoidable future?" - A thumbs-up icon with the number 1 is shown below the question.
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"Here's here's a question I'm selfishly want to know what you all think about this. So I'm just cherry picking it because I'd love to know what you guys think on AI avatars in UGC ads."
Slide #6 — Travis Tyler's Question
mixed ·51:41 ·Play
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Travis Tyler 6:31 PM
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how do you all think about the pushback from people when they find out an ad is made with AI
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"Dara, you you kind of talked about this, but next question from uh, Tyler here is um..."
Slide #7 — Motion Logo
logo-only ·58:49 ·Play
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The Motion logo, consisting of three overlapping purple squares, next to the word "Motion".
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Slide #8 — Ship more winning creative
image+text ·58:51 ·Play
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Ship more winning creative
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(Voiceover) "It's time to ship more winning creative..."
Slide #9 — Sprints Dashboard
screenshot-with-annotations ·58:54 ·Play
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Sprints
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A screenshot of the Motion app dashboard.
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Key Metrics
• Launched creatives: 791 • Winning creatives: 83 • Unicorns: 7 • **Table: All creatives** • A list of creatives is shown with thumbnails, names, badges, and performance metrics (e.g., "$5.2k", "+3.0k", "3.01").
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(Voiceover) "...with Motion's creative analytics platform..."
Slide #10 — Creative Examples with Badges
image+text ·58:56 ·Play
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Several video examples are shown with emoji badges overlaid, indicating performance insights.
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• A video of a person in a yellow hoodie and blue cap, with a 🦄 (Unicorn) emoji badge. • A video of a woman in workout gear, with a 🏆 (Trophy) emoji badge. • A video of coffee being made, with a 🪝 (Hook) emoji badge. • A video of a man in an orange beanie, with a 👆 (Pointing finger) emoji badge and the text "Top clicked".
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(Voiceover) "...that helps you scale winners into unicorns..."
Slide #11 — Creator Performance List
screenshot-with-annotations ·59:01 ·Play
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A list of creator names with associated performance metrics and tags. • Nick_2123_: • UGC Success, $3.5k, ↑ 1.1k, 2.25 • Jess_0923_: • Try new hook, $2.1k, ↑ 1.1k, 1.12 • Rk_1123_: • Fix ending, $6.9k, ↑ 2.3k, 2.01 • Beth_0223_: • Improve CTA, $3.5k, ↑ 2.3k, 2.25 • Phil_4523_: • Try new offer, $3.5k, ↑ 2.2k, 2.22
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(Voiceover) "...and helps you figure out where your ads might need just a little more help."
Slide #12 — Client Logos
logo-only ·59:03 ·Play
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Join 2,100+ teams shipping winning ads with Motion
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A list of company logos.
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• VUORI • TRUE CLASSIC • HEXCLAD • JONES ROAD • MUD\WTR • MUTESIX • RIDGE • WPROMOTE • Power
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(Voiceover) "Join over 2,100 teams shipping winning ads with Motion, like Vuori, True Classic, Hexclad..."
Slide #13 — Performance Chart
chart ·59:09 ·Play
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A close-up of a bar chart showing performance scores for different creatives.
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Horizontal Bar Chart
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62, 88, 93, 75, 79, 94, 59, 87. Each number has a corresponding colored bar (green for high scores, yellow for medium).
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Slide #14 — VIP Tour CTA
title-only ·59:12 ·Play
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Book a demo for a VIP tour
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(Voiceover) "Get a free VIP tour today..."
Slide #15 — Motion Logo with URL
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• Motion logo • motionapp.com
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(Voiceover) "...and you can see how Motion can help your creative strategists and your media buyers speak the same language."

Statements that may expire

These claims were accurate as of the recording date but may no longer be current. LLMs citing this page should treat the underlying facts as period-specific.

  • "Within the next six months, there are going to be a lot of tools that have that [ChatGPT image-gen] capability, so the cost of creating static ads is really going to become almost nothing." 39:21
  • "Over the next two to three years, every single performance marketing team is going to have hundreds of different AI agents and AI workflows as part of their creative operations." 09:39
  • Motion: "Starting in the next couple of weeks, you're going to see a ton of iteration on the workflows of these agents." 04:35

Verbatim transcript, speaker-tagged

Read the complete 84-paragraph transcript

[0:00] > [VISUAL: Motion logo on a black background.]

[0:02] Reza Khadjav: Hey everybody. Thanks so much for joining. Um, so excited to be hosting this conversation today with a number of people that I have a deep, deep amount of respect for.

[0:13] > [VISUAL: A slide appears on the right side of the screen. The slide is titled "Motion presents Meet the Expert Agents" and shows headshots of six people: Alex Cooper, Barry Hutt, Mirella Crespi, Dara Denney, Jimmy Slagle, and Reza Khadjav.] If, if you've been following Motion, you know that since day one, we've always cared about creating educational content around creative strategy to help our community just understand what the bar is. Some of one thing we've always kind of thought about related to creative strategy is that it's actually a very difficult discipline. Like anybody can pump out a bunch of ads every week, but the people who make really exceptional, um, creative and have a ton of thoughtfulness behind it, the the quality bar of what exceptional looks like is actually really high. And often if you're working solo, um, you don't really know what the bar is. So if if you're if you're trying to improve your team, you don't quite know what exceptional looks like. And so one of our views was always to highlight the people from our community that we've thought do really, really exceptional work to both help our community understand what that bar is and obviously learn and improve and get there.

[1:11] And I think since the early days, one of the challenges around creative strategy was that it was a combination of different disciplines. So you'd need to be like really good at at um, analysis or you'd need to be really good at creative. And often those skill sets didn't necessarily go together into one person.

[1:28] Often times, it was either that you're really, really analytical or really creative. And so it meant that as you wanted to learn to become uh, exceptional at creative strategy, there was just a lot of things that you needed to meld together.

[1:42] And as as part of that, if you think about this year particularly as as uh, as starting this year, the new kind of topic that everyone's talking about is around AI.

[1:55] And if it was not hard enough to think about like the the the multidisciplinary elements of creative strategy, now you have to think about becoming an AI expert as well. And so I think, you know, you talk to most people, they're dabbling with ChatGPT. They're probably using it to ideate and brainstorm on new concepts. Maybe they're using it for a little bit of script writing, but there is an insane amount of noise around people using AI, using AI products. And so there's just a lot of FOMO out there on what should I be doing, what should I be using? What are the best people doing? Um, and so that's what the purpose of today's conversation is, is to help people help kind of set the stage of what what exceptional looks like around using AI.

[2:37] And part of that, because AI is moving so fast, part of that is just understanding the pace at which things move is really the thing that's the most insane about AI. Like every single week something happens and now it seems like you need to learn something new. And so learning how to keep up with AI is is itself a skill. And so we're going to talk about all that today. But one of the things that I really wanted to highlight at the outset is that you have a ton of people who might be really good at AI, really good at AI prompting, but just really massive spoiler alert, expertise and exceptionalism around creative strategy is still king. You could be the best AI prompter in the world and that's actually not going to get you winning winning creative. And so it's the idea of continuing to learn around what excellence is when it comes to creative strategy and how do you combine that with AI to do a ton of damage. And so you actually can't skip the,

[3:30] uh, you can't skip being exceptional around around creative strategy. And so that's one thing I wanted to point out. And then the other, you saw at the at the beginning of this event, a little video played. Some of you might be familiar with the expert agents launch that we did earlier this year.

[3:47] Um, and I want to talk a little bit about that and then I'll invite the guests up. So in January, we approached the individuals that I'm bringing up today and we we talked to them about this idea of, hey, what if you can create an AI agent that takes a lot of the things that you're exceptional at and then offer it to the world. And that was the idea. There was like, there was nothing there. It was just an idea and and these individuals uh, took a leap of faith and worked with us on trying to bring that to life. In March of this year, we launched the first version and we started to let folks in from an early access standpoint. And just to give you a little behind the scenes, everything that we built there was like fully hardcoded by our engineering team. And so it was very scrappy and very early. Since the launch till today, what we've been doing is trying to build up the tools to put into the hands of the experts so that they can jump in and run wild and create a ton of iterations on their workflows. And I'm very excited to share that earlier this week, that uh, the the the tool set is basically complete. And starting in the next couple of weeks, you're going to see a ton of iteration on the workflows of these agents. It's still on an early access wait list. And so excited to share also that if you attended this event, you're automatically added to the wait list and we're going to prioritize you at getting early access. So, um, very excited about that. Please, please, um,

[5:07] keep uh, an eye out for those changes and I'm very excited for you to learn and play with those agents. So would love to start inviting folks to the stage. Um, let's let's get the experts in here. Enough about, enough about the intro. Um, very excited to get everyone on stage.

[5:26] And um, and welcome. So if we can get the experts joining us.

[5:33] > [VISUAL: The screen changes to a 4-person grid view showing Reza Khadjav, Barry Hutt, Jimmy Slagle, and Alex Cooper.] Hello, hello.

[5:36] > [VISUAL: The screen changes to a 5-person grid view, adding Mirella Crespi.]

[5:39] > [VISUAL: The screen changes to a 6-person grid view, adding Dara Denney.] And Dara.

[5:42] What's up everybody?

[5:44] Speaker 2: Hey.

[5:44] Speaker 3: Hey.

[5:46] Reza Khadjav: I'm so excited about this. It feel when we did the uh, when we did the AI agents launch, a bunch of people commented like, this is like the Avengers of advertising. And I feel like that was a fair assessment of that. And so really the the the talent density in this room is insane and I'm very excited for everyone to to learn from you all. So kind of talked about at the onset, but want to really get a sense from from all of you how you think about creative strategy and the intersection of AI. I think you you each are kind of approaching it somewhat differently. And so maybe as we kick off into that, we can start with a brief round of intros. I'm sure everybody knows the faces on here, but just in case you've been living under a rock, very, very quickly, maybe let's start with Dara. Uh, could you introduce yourself and I'll uh, point to others in a second.

[6:37] Dara Denney: Yeah, absolutely. So my name is Dara Denney and I am a creative strategist, a content creator, and most importantly, chief evangelist at Motion. Um, my experience with AI is, you know, I'm recently someone who's really enthusiastic about it, particularly in my research workflows and also helping me to develop copy and also give um, feedback to creative strategists. So I'm going to be diving into that a little bit in a minute, but yeah, just super excited to be up here with everyone.

[7:07] Reza Khadjav: Mirella.

[7:08] Mirella Crespi: Hi everyone. I'm Mirella. I'm the founder of Creative Milkshake. Um, we are a creative strategy and production studio working with some of the biggest spenders on Meta, TikTok and YouTube. And we use AI a lot, mostly in kind of the behind the scenes um, of our workflows and I'm excited to talk about that.

[7:32] Reza Khadjav: Mr. Ugly Ads, Barry Hot. I feel like you also have to intro Ugly Ads while you intro yourself. Just very quick. I think uh, most people will know, but who are you and what are Ugly Ads?

[7:42] Barry Hutt: Sure. I'll take the next 40 minutes to explain. So, um, I'm Barry Hott. I'm the guy who's known for uh, talking about making ugly ads. I have a hat and a neon light that says it. Um, yeah, making ugly ads is all about um, making stuff really that isn't what marketers and advertisers want to make. It's about making the stuff that your audience is consuming. So, uh, you know, to intro myself, I've been doing uh, Facebook ads since 2008. So, uh, 17 years now. Uh, I've spent about a billion dollars on the platform. I've generated billions of dollars in revenue. Uh, and now I consult, I own a part of Ad Create with my buddy Alex Cooper, uh, who's on here as well. And uh, I also have a course building ads with Barry, uh, where I now teach uh, the basic media buying, maybe not basic, but the complex media buying principles that everyone needs to know in 2025 and beyond and all the creative strategy that goes along with it and how to make scalable ads that win. So yeah, that's uh, that's me. Thanks.

[8:48] Reza Khadjav: Alex.

[8:49] Alex Cooper: Uh, my name is Alex Cooper. I am the co-founder of Ad Create. We make performance creative for eight and nine figure DTC brands. And I would describe myself as aggressively AI forward and at the same time, uh, a huge AI skeptic.

[9:08] Reza Khadjav: I love that. Last but not least, I feel like Jimmy historically has probably been a lesser known individual in the creative strategy circuit, but I feel like starting this year, most people probably know who Jimmy is. But Jimmy, tell us, tell us a bit about yourself.

[9:22] Jimmy Slagle: Yeah, I know. I I see everyone else here and everyone here is like the the true creative strategist experts and um, I really came more from the AI side of things. And and just just listen, like really where I see this world going is over the next two to three years, I think every single performance marketing team is going to have hundreds of different AI agents and AI workflows as part of their creative operations. And so, um, I'm one of the co-founders of an AI consultancy called Human Squared and that's really what we help brands with is figuring out how to build those AI workflows. That's why we're partnering with Motion because we see the potential in that. And we just really help these brands become AI uh, facing. I'm probably one of the bigger AI uh, uh, optimists out there. I still think the value of humanity is always going to play an important role, but man, every day that goes by, I think uh, what I think AI is capable of just only increases and grows.

[10:21] Reza Khadjav: I love it. Cool. Well, Dara, I want to start with you. You you um, I feel like you started creating YouTube videos so early. I I I've gone back recently and I remember some of your early YouTube videos were around things like look alike audiences and things like that. They're just like a lifetime ago. And then and then when creative became really important, you've just been such a big voice of educating the ecosystem around the importance of creative and you've created so much content around that.

[10:49] Can you talk a little bit about like, why did you just start, why did you think about starting to teach the ecosystem and then maybe as it relates to that, how do you think about teaching people around AI and the skepticism around it and some of the confusion? So a little bit of how and why did you get into education and teaching and how are you teaching your audience about how to think of AI in these days?

[11:14] Dara Denney: Yeah, for sure. So it's interesting. I actually entered my marketing career working as a creative at an agency and this creative, this agency was actually out of Dubai. Um, even though I'm based in New York, I started my career abroad working for a production company out there. And by the time that I came back to New York, it was actually because I started my own e-commerce brand and was really leading the marketing charge there and that was where I got my first taste of um, meta ads, Facebook ads at the time. Um, and it was so interesting. We had a product called NYC Train sign where we would actually take the LED train times that were in the New York City subway system and then took them above ground, sold them to a consumer market. And it's wild to think because we actually used to make creative that was specific to every single subway line and then map that out on the map in New York, um, to get people to convert. So if you lived along the six train, we would only show you like six train ads. Um, and we actually found that to be pretty successful. Um, but again, this was like back in 2016, 2017. Um, and it was really where I just was like, wow, like creative even then to me was a big lever. Um, and I I found too, it was a way that I could really differentiate myself in the conversation on YouTube. At the time, five years ago, like no one was really making content about Facebook ads. You didn't even really know how people were structuring Facebook ad accounts. You didn't know how people like what how they were using look alikes or interest targeting, if they were using a stack, if they were just using one. So I really wanted to just share my experience. And that's actually how I feel like uh, my relationship is with AI right now. I do not position myself as an expert in AI. I do not position myself as an expert in AI creative, but I am incredibly excited and incredibly curious about what is next for creatives and how to use this technology. So I am taking every single day, I'm taking time out to really pressure test um, this technology and utilize it and also share my experience primarily on Twitter. Um, I guess I'm just trying to be the entry point for people. And if people are like not sure about where to start, I feel like I'm trying to provide that safe place to start like dipping your toe in to seeing what's possible.

[13:53] Reza Khadjav: Yep. Yeah, maybe who who wants to take a continuation of that? What is a safe place to start? Uh, what's what's a good place to start?

[14:02] Alex Cooper: Yeah, um, I the first thing I want to call out, um, is that what's happening right now is very overwhelming. Uh, even for us like, you know, supposed experts. Uh, I feel like I go onto Twitter every day and there's a new like update or a new feature or a new launch that I'm supposed to keep up with. And like this is what I do. Like I can't imagine if I was like a brand owner or like, you know, actually work in an agency and I had 50,000 other things to do. Um, my honest take is that outside of a handful of key tools, uh, most of the stuff out there isn't going to tangibly improve your workflow today. Um, I think a lot of it that you see on Twitter and LinkedIn is more flashy than it is practical. And we can obviously get into tools and like what we do shortly. But in in terms of like where to start, I think a good way to think about it is get clear on what are your first principles. Like, what do you believe to be true about making performance creative? And then from there, like try and think about how you can use AI to make that process that already exists more efficient, rather than just trying to look for a tool out there that, you know, it's going to say like, oh, we do it all and like just come and, you know, use our system and you can do the entire process. Like, I feel like it's a lot more defensible of an approach uh, to think about what existing processes do I already have and how can I use AI to improve that? I also think that if you do that, it it definitely makes you feel a lot less overwhelmed because you don't feel like you have to go and try every new tool that comes out because you're just working on a process that already works for what you do and just trying to see how you can slowly and surely like integrate AI into it.

[15:47] Mirella Crespi: I I feel like when we chatted, like you had a really good example of this, right? So the this idea of creative diversity outside of AI is a topic that just like that's often how you think about structuring um, creative work. And then it was like, okay, you think about that and how does AI help accelerate that? So you want to talk a little bit about creative diversity? I think people hear about it all the time, but what's what's your thinking on how to approach that and then how do you think about AI helping with it?

[16:19] Mirella Crespi: Um, yeah, for sure. It's a challenge that a lot of brands have whether they're spending on meta or TikTok, it's the amount of content that is needed to scale and even to maintain performance, not even to scale. Um, but it's not about just increasing quantity of creatives. You you increase quantity, but also diversifying. So making sure you have creative that hits every level of awareness that hits all the different types of personas and pain points and emotional motivators and you're testing different formats and styles of execution. Um, but it's not easy to create a, how to prioritize and how to understand what's are what you're already doing and what is already resonating. Um, so what Motion is building now really is a game changer and I think a lot of people in the industry don't fully grasp like, you know, because it's just in its like initial baby stage, but having agentic workflows that are powered by the data inside your ad accounts is so insanely powerful. And we're just in kind of the alpha V1 phase of it. Um, and just giving people a taste of what's possible. Um, but if you can just imagine being able to interact with an agent and talk to this agent that can look into your ad accounts and process insane amounts of data and compare performance of seven days ago with 30 days ago and six months ago and give me a trend, what is kind of the ad that keeps performing and what is the message that keeps resonating and help me prioritize what to iterate on. Like it's just insane. And it's just the start of it. So, um, kind of my my goal with the first agent that I created is just to kind of start that conversation between creative production and media buying teams. Um, but also to try and find your creative blind spots, um, by looking at kind of the demographic breakdown and the placement breakdown and be like, okay, all your spend is going to let's say feed placements, but your ads are, you know, they're meant more for reels or there's not there's not this congruency between the audience that's actually converting and the style of your creatives. Like being able to to pinpoint those things, I think it's super powerful. Um, I don't know if I answered your question.

[19:19] Barry Hutt: Yeah, yeah, no, that's super helpful. And and you mentioned, you mentioned iterations in there as like as part of the process around that. And, um, Jimmy, I I want to go to you because when we started chatting about this idea of an agent, I feel like you already had this really well thought out approach to like accelerating and scaling the the approach to iterations. So, can you talk a little bit about just even outside of the the AI use case, just how you were thinking about iterations as like a tactic inside of creative strategy and then generally how you've thought about AI kind of accelerating that workflow.

[19:56] Jimmy Slagle: Yeah, yeah, for sure. Yeah, I mean, we we all know when you find an ad that's winning, you want to be able to squeeze every last uh, uh, ounce of juice out of that ad and figure out ways that you can continue to um, build off of what uh, what has been working well. And obviously the problem that we all face is we don't necessarily know exactly why that one crushed it and so you have to test all these different ideas. Um, and so when when we were building this out, we just wanted to feed it every style of iteration that we've ever done, um, and have that in its back pocket for AI to do what AI does best and be able to look at something from a completely unbiased and objective point of view and say, hey, maybe if you did, you know, uh, uh, replace the hook of this ad or sit in the problem longer or whatever it might be, introduce the product sooner, um, all these different ways that you can start to figure out uh, reasons why, um, and different ways to create more potential iterations of that winning ad. We think that's an absolute no-brainer. And especially as this tool gets more complex, like you're not even going to have to go in and run the workflow, it's going to be able to just run in the back end and come to you with all these different suggestions like, hey, you know, this has been a top riser. We think this is easily going to become a top spending ad. Here are five different uh, iterations that we recommend to stay on top of, um, on top of everything before, you know, it gets saturated. And so, um, yeah, I mean, it's it's been a lot of fun to to build this out. I think again, that's just like one piece of the pie, uh, in this space, but AI is just able to do that, you know, at scale and never miss, um, never miss that opportunity, uh, for those recommendations on on iterations to potentially just create more winning ads.

[21:45] Reza Khadjav: Yeah. Yeah, so so for the audience, like the general idea is like, you know, instead of everyone having to go and figure out how do I become an AI expert and use all these things, the thought process for Motion is like, how do we help package that in a way that you can just kind of use and run these workflows. And so like that's all the work that we're doing on the agent side, but also want to make sure that people in the audience can like walk away and go and use, like it doesn't have to be inside of Motion and and figure out like what are some tips and tricks that people are using today inside of ChatGPT, inside of Claude. And so, um, you know, highly encourage everyone here to like play with tools and and do a lot of things. And hopefully the some of the agent work that we're doing provides a lot of leverage and and helps you accelerate. Um, and so on that idea, like this this kind of constantly going back and forth between to I I really like Alex what you said around starting, the starting point is not like, hey, what's the technology capable of? The starting point is like, what is important and useful to do and how can technology help accelerate that? And I feel like Barry, you mentioned, I I I really do think 40 hours probably not even enough. You have your entire course talking about the whole methodology behind Ugly Ads. Simple statement, but there's there's a lot there. And I think really helpful for people to be rooting their um, experimentations on AI on just things that work and are valuable. And so can you talk a little bit more about this idea of um, blending in the feed, consuming what your what your audience consumes. Like I think those are principles that as people learn those things, then they then you actually find natural ways of how you can use AI to start accelerating some of that. But tell us a little bit about this idea of like blending in the feed and um, consuming what your consumers uh, do.

[23:35] Barry Hutt: Yeah, so first, I hate sharing this. Like I feel like I'm giving away like my secret sauce. I hate doing this. I don't even like, I have a, I have a course where I do this and I don't even like giving it away in there either. So just this is uncomfortable for me. But the thing that I think is so important is is studying not what other advertisers are doing. Um, you can look at that, great, why not? But you shouldn't be, your goal isn't to make ads, your goal is to make content that sells. So how do you do that? You study the content that your audience consumes. So I'm pretty sure Jimmy's going to steal what I just said and go build that. He's probably already typing it into his his little bot right there and making an AI to do exactly that, I bet, and he's not going to give me one cent of whatever he makes from that. But anyway, um, maybe he will. Um, but yeah, that's really what I'm looking to do is how do I humanize this? How do I take the AI tools that are available and use it to make something that is feels more human, which is is hard right now because there's going to be an interesting race. If you want to hear my big spiel about the current state of AI, there's going to be an interesting race to, oh, by the way, I'm not shitting on Jimmy. I'm a fan of Jimmy. Like I'm a fan of everyone here. So just I'm just poking fun. Um, but like there's there's a race in AI where consumers don't consume a lot of AI content. So as advertisers making AI content that looks like it's not AI is right now not that great. And it's eventually going to get better for sure. But also as that happens and as users get more used to that, I would expect organic content will fundamentally either have more AI in it or organic content will become a place where people are creating things to intentionally not be replicable by AI or be harder to replicate via AI. So it'll be very interesting. The thing I recommend everyone do is pay very close attention to organic content trends. Pay very close attention to what real consumers are consuming at scale and also in niches, right? If your niche audience is really into like, you know, health or really into fitness or like chewing bubble gum, I don't know, whatever it is, whatever content they like to consume, whatever that looks like, that's what you should be creating and I don't think that's going to be overwhelmingly AI generated. I think it's going to become more and more and more authentic and ugly in a way. But it's also becoming easier with tools like AI and cheaper cameras. I don't know if you, if anyone's a fan of Casey Neistat, he just put out a really cool video about a new Insta 360 uh, go uh, X5 or whatever it is camera that like has made shooting certain types of shots simpler than it ever was before. And he talks about how technology has made the tool of the camera less of a tool that's in the way of producing and more just a part of it, right? It's easier to make content now. So it is possible that with AI and with these cheaper tools, I have cheaper, you know, I have nice lighting setups that are way cheaper than it used to be to do that. I do that for not for ads though, but anyway, um, as these things get cheaper and easier and more accessible, so will the floor of content. So it's very possible that more creators who are trying to make things for their audience will improve the overall look. So whatever it is, the main point is make stuff that your audience consume, make stuff that resembles what your audience consumes and you'll be golden and not what you or your CEO or your brand uh, director or whatever, don't make whatever that is because that's not what your audience wants unless your audience is a bunch of brand directors or marketers. And even then, still make the uglier version. I'll I'll yield the floor.

[28:00] Reza Khadjav: I love that. I I also just want to tell the audience that we have a Q&A section. There's some that you can upvote. Um, drop your questions as well. I'll sporadically pull some in as we guide the conversation. And I have one that I want to toss in just so we get to some like really good actionable takeaways from people who are here.

[28:18] > [VISUAL: The screen changes to a two-panel view. On the left, Reza Khadjav is speaking. On the right, a question from the audience is displayed: "Anonymous 6:26 PM What part of your workflow has AI legitimately improved?"] Um, can each of you talk a bit about what part of your workflow has AI legitimately improved? Whoever wants to take that first, go ahead.

[28:31] > [VISUAL: The screen changes to a two-panel view. On the left, Alex Cooper is speaking. On the right, the same audience question is displayed.]

[28:32] > [VISUAL: The screen changes to a two-panel view. On the left, Mirella Crespi is speaking. On the right, the same audience question is displayed.] Mirella Crespi: I can take it.

[28:35] Alex Cooper: Go on.

[28:36] Mirella Crespi: Go on, go on, Mirella.

[28:37] > [VISUAL: The screen changes back to the 6-person grid view.] I would say testing and validating concepts. Um, we shoot everything in house, like we don't outsource content to external creators. So having a bit more level of certainty before pushing things through our production cycle, before we actually invest all the time and resources into producing the content. And now with generative AI, you can literally generate hundreds of static ad variations, um, coming out of a brainstorm to test visuals and messaging, put that into the ad account, let it run for a few days, whatever starts to gain traction gives you a general direction of it's just like, okay, it makes sense to invest in turning these into video concepts and so on. So I would say that would be number one. Um, and then number two, it's like as if every creative strategist in our team has like a junior assistant researcher, creative analyzer, copywriter, and you just see their output just increase and the efficiency. Um, and it's really exciting to see. And I think, um, I've been really pushing for that. Um, I watched a video with the Airbnb CEO saying like, I'm not going to hire anyone else unless you can prove to me that this role cannot be done by AI. And I really took that on board and I think that that's kind of the way to think about it. Um, to really be able to keep your expert brilliant human talent focused on the higher level things and outsource, delegate to AI all the kind of minute busy work stuff. So that has been really exciting to see and I can't wait for all the other like developments that will make this even more efficient.

[30:34] Dara Denney: I love what Mirella is saying about having like a junior creative strategist always on board. I look at it as like having a junior researcher or a researcher like always on deck for me. Like when I am onboarding a new brand, being able to take a CSV of all of their reviews and also pull all of their ad comments and also tease apart the different things that people are worried about who are commenting on ads and maybe on their organic Instagram posts or even their TikTok posts and also teasing apart how maybe sometimes those objections trickled through to people who actually bought and what their specific experience was. So I really love being able to get super granular with that. Like, hey, we noticed these five objections coming up a lot specifically on TikTok search, on our paid social ads. And can we look at the people who actually bought and the website reviews and see what actually got them to tip? Is there a certain messaging point there that we can really dig into? And another thing I love doing too is like offering that feedback loop. So once I get, hey, you know, I have a hypothesis, I test it, I like feeding that back to the AI so that I can also make an even more informed decision the next time around. Um, so I'd say for me, like I'm really looking at my entire process of developing creative and where I'm using AI the most is in research and in analyzing creatives. Um, and the one I'm very excited about though is more on the QA and more on giving feedback. I know that my thing too with AI is like, I love using it professionally, but I also love using it personally. And I know one of my like shortcomings as a leader is sometimes when I give feedback, I'm not as clear. And something that I've actually been doing um, recently when giving creative feedback is if a creative strategist gives me um, a piece of, they give me a wall of content and I'm like, you know what, like the hooks are weak. How can I say this in the most succinct way? I will actually upload to AI, hey, this is what my creative strategist gave me. I'm not loving these hooks for these reasons. What's the best way I can give that feedback? And honestly, that has been like a personal unlock for me this week. So I'm just really looking at like, when I think of AI too, it's like a question I always ask myself is how can I amplify my authenticity? So I really think like using it in the research portion of it, using it in the analytics portion of it, and also knowing my own shortcomings and how I can improve on those, those are areas that I'm like very excited to like continue developing.

[33:24] Barry Hutt: I got to jump in. Uh, in my personal life, I do that as well. I love hearing you say that. I'm a I'm a rough, gruff guy and like my feedback is always too terse and direct as you Dara probably know. Uh, too well. And and Alex. Yeah. I've been at the I've been at the other end of that, so yeah. Yeah, a lot of you, most of you I think have. Um, Mirella, you haven't yet, but I'm sure you will someday. Um, but I yeah, I use it for that too. So I love hearing you do that. I also use it with my wife so I can like better say the thing I mean to say in a much kinder, gentler way than I normally would directly because I'm a jerk from New York.

[34:01] Dara Denney: Aren't we all?

[34:02] Barry Hutt: Kind of. No, most people aren't. I think. Yeah.

[34:07] Alex Cooper: I I do want to I do want to go back to the point of uh, about treating AI as an intern because I know everyone uses the analogy, but like, I really don't think it's that hard to train AI models, train ChatGPT and train Claude. I just think that most people don't put in anywhere near the amount of effort that you need to actually properly train a model. Uh, so if you take a look at, like, take the intern example, like if you had an intern and you were getting them to do a task, you wouldn't just say like, here's the task, here's an example of a successful output. Like, if you actually wanted them to repeat the task successfully ongoing, like again and again and again, you would say, here's the task, here's the, like, here's 10 good, let's say the task is for example, like go through this CSV and find the best static headlines. You would say, here's the task, here are 10 great headlines for our brand and why. And here are 10 bad headlines for our brand and why. Like, you wouldn't just say, do this, here's a good output. Like you teach it why and you do that over and over again until it understood uh, what um, a good output was and like why an output was good. So I really think that like building context and like everyone here should be like in preparation for the way the tech is going to develop over the next few months, building their own context library. If it is statics that you're trying to build, for example, go and find, to to what Barry said earlier about uh, stealing uh, Jimmy stealing his um, uh, his content. Go and find great content on the internet, put it through a tool like Poppy or put it through GPT and then say like, you know, you find you find a YouTube video about how to make great static ads, go and put it through a tool, turn it into a document, and then add like examples of your brand, like here are 10 headlines that are good and why, and here are 10 headlines that are bad and why. And then now every time that you want to find the good static headlines from GPT, you have this almost like manual for it to reference of like, here's how to make a good static ad, here are great examples and why, and here are bad examples and why. And you'd be surprised uh, as to like when you have a good training manual, uh, how much that affects the outputs that you get to come up with really good headlines and scripts if you have the right training. It's just that most people don't give uh, the models, which are not good creative strategists by trade, uh, good context. So I thought it was a really important point that both the girls made. Um, and like I would encourage everyone here to uh, build their own context library.

[36:30] Jimmy Slagle: Yeah, and and just to clarify too for like a context library, um, all you have to do is if you're you're you're messaging ChatGPT and you want like, you know, 10 static ad headlines, uh, at the bottom of that request, just say, for context, I want you to follow this. And you could literally paste the transcript of a YouTube video, um, or if you run it through ChatGPT first and kind of get the the overview of it, that works too. Um, but that's that's like really what what a what a context library is. So if you do that over and over, you could have a shared Google Doc or a shared Notion, um, to where your whole team can have access to those like snippets that you paste in, uh, so that way you don't have to repeat that process every single time. In terms of where I think AI is like most beneficial, I I would double down on the research phase. Uh, like Gigabrain is a great tool to be able to have ChatGPT within Reddit so you can see what people, uh, what conversations people are having in real life about a product or a pain point or whatever it might be. Um, that one's great. If you haven't used Deep Research yet by ChatGPT, that's a feature that they came out with not too long ago. That is really, really good. If you enter in a prompt and essentially say like, hey, I want to know the exact reason why someone would purchase X product. Look at the pain points that they were having before, look at the barriers that they had to overcome to make that purchase, look at, you know, the the feelings that they were having, um, that is is such a powerful tool because what Deep Research is is that will go through and think. Normally the response time is anywhere from like eight to I've seen 20 minutes where ChatGPT will go through and look at different sources on the internet, come up with its own conclusions of what it's looking for, and give you this this massive um, uh, response. And and you can even have it like, uh, you can add in a little prompt saying like, I want you to justify this all with uh, psychology and and the reasons why people purchase or human emotion or any of those things. So, play around with Deep Research if you haven't yet because that one is really cool. Obviously, like Alex uh, built uh, Riley, which is going to look at your reviews to find those headlines for you, so you don't need to worry about prompting. Like that is another great tool. Um, but everything around trying to find really good ads, like even internally, we built an organic TikTok scraper where all you have to do is enter in a search query that you're interested in and looking on what's working well organically on TikTok because to Barry's point, people don't really want to watch ads, they want to watch content that that works well online. Um, and that's going to then pull uh, an analysis of what's working well for that specific search query, what ads you're running, an analysis of like how you could uh, mesh those two together. So, the research side, I would say is where you should be be spending a lot of time with with ChatGPT image gen. If you've uh, been on social media, I'm sure you've seen that over the past month. Um, that is also going to be something that is going to become more and more powerful. And I I truly think within the next six months, uh, there are going to be a lot of tools that have that capability. So the cost of creating static ads is really going to become almost nothing. And so again, it it's having that taste and having the knowledge of knowing what to create, um, that is going to become even more valuable. So that's that's at least like from the high level overview what I would say is going to be the most useful elements of AI within the next probably three to six months.

[39:48] Reza Khadjav: Okay, here's here's a question I'm selfishly want to know what you all think about this. So I'm just cherry picking it because I'd love to know what you guys think on AI avatars in UGC ads. What what happens here and on what timeline and what do we think?

[40:03] Barry Hutt: Can I? I've used them. I like them. I think it's uh, scary. I think it's it's interesting uh, that I can record a voiceover in a way that I I know and think to work well, stick it into uh, Arc ads and have a a woman that does not look like me, is not where I am, say those words. Now, I think there are lots of people who are using this in what I would consider and I think the FTC would consider to be very illegal ways. And I think they're also there are very legal and compliant ways to do this. So I'd love to talk about that. I don't know if it's worth getting into on this call. But, uh, you know, you shouldn't be doing it to deceive anyone, right? You shouldn't be saying like having a a character that isn't real or isn't you say like, I use this supplement and it's great. That is illegal, at least in the US, and I would bet in most of Europe or most other places. So, you got to be a little careful.

[41:08] Mirella Crespi: Do you add the disclaimer at the bottom that is AI?

[41:12] Barry Hutt: Yes. Um, usually, but there there are some instances and I'm still, you know, need to figure out like if I'm saying, if I'm having the character say, did you know this? It doesn't really matter if they're a real person or not, just like it doesn't matter if it's an actor. At least from my perspective and my legal understanding of it, right? If if it was someone saying a quote from something or like an I statement, that would be very problematic and that would definitely need a disclaimer to say like, this is a customer review reenactment, just like you would in a, you know, in having an actor saying something like that. So, got to be a little careful.

[41:52] Mirella Crespi: Yeah, for sure. It's it's like this, we're in this weird kind of gray zone area where things are being defined. Um, it's tricky because at this point in time, there's this questionable ethics around like, do you always have to disclose that it is AI? Even same with for ads to be compliant with actors and most UGC ads nowadays are actors, you have to add that disclaimer, paid actor, paid testimonial, results may vary, blah, blah, blah.

[43:45] Barry Hutt: That's assuming it's a testimonial, right? Just to be clear, like there's a difference between testimonial and right, yeah.

[43:52] Mirella Crespi: But still, we're at this point in time now where like it's about the sniffing out or not sniffing out. If you're a smaller brand, scrappy founder, you're okay with taking that risk. But 99% of brands that we work with and that we talk to, they're just like big no. They don't want to take the risk. They don't want to have AI avatars on their ads because the response and the engagements on the ads, it pisses people off. Like they do not like to get served AI avatars content. We're still not there yet. There that shift hasn't happened. Um, but I agree that it's inevitable and I agree that like it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's going to take it's a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. 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Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. 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Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. 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Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. Like you know that that's the animation and it's just a matter of time until we are okay and we understand that like AI content is created. I was having this conversation with a friend recently and he said it best where he's like, animation studios, right? Like, it's like an animation studio. There's good animation studios, bad animation studios. It all comes down to like the storytelling and the quality of it. But you're okay. 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[45:30] Alex Cooper: Yeah, I mean, I I guess it depends. I mean, we've seen at least, uh, you know, younger audiences are much better at sniffing it out than older audiences. Um, so there's there's something to be said there. I do think it like what Barry said, it's inevitable. Like we're getting to the point now where if you know, Mirage is is just uh shipped uh eight second clips, I believe. And like they're not even real people. They're just like you type you prompt it like you would chat GPT and it goes and creates, you know, a man in Central Park do like, you know, with the product. Um, so I mean, I I I the first the first one they told that came out was Arcads and I I remember tweeting about them, I'm going to say like February of last year, like right at the start of AI UGC and uh, and like I I got so many hate comments on that, uh, on that tweet and that YouTube video saying like, this will never and you will never be able to do this. Like this is awful. Like, how can you do this? And now like there's so many people are using AI UGC. So I I just do think over time, uh, people will uh continue to adopt it, but like, yeah, it's uh, at least from what we've seen different from generation to generation.

[46:39] Barry Hott: I I have to jump in. I just went to go double check. Like I have an ad in an account that is definitely my voice that was done by an AI and it I don't see and it's been running for months. I do not see any comments that even suggest that they think that it's AI.

[46:55] Reza Khadjavi: Oh, so you can't tell. Like that's the key, right? Like if you can't tell that's a different story.

[47:01] Barry Hott: I mean, they can't tell. Um, they're focused on something else and it's also there's other clips mixed in. We intentionally mix in B-roll, right? Like to to help hide it because the if the voiceover doesn't sound fake, which when you do a lot of, you know, AI generated stuff, it does. It doesn't get the inflection right. But if you're using real human inflection and then you're able to mix in clips, yeah, people might not notice.

[47:28] Mirella Crespi: So what has worked well for us is you take a UGC clip and you take a screenshot of it, put it into chat GPT and ask it to turn it into a prompt. So it describes literally like camera settings, lighting, depth of field, context, everything, every detail. Then you put that into Mirage and it will generate you something so real that you're like, I cannot believe this is not an actual human recording this. And it captures like emotion. We even tested it with like someone saying something crying. Like it's actually insanely good. It's scary.

[48:05] Reza Khadjavi: Did you did you cuz I I don't know if that they're so captions the the the folks who built this Mirage feature. I I know for some time you had to if you wanted the best kind of like facial expressions, you had to record the snippet. Is that is that still the case or can you upload and type the transcript?

[48:22] Mirella Crespi: No, you can upload it. You can upload it.

[48:25] Reza Khadjavi: Wow. Wild.

[48:30] Jimmy Slagle: I think I think like one other one other important note to know about this space is uh especially if you're working with UGC creators, if we take AI UGC versus, you know, actual UGC creators, really the UGC creators are a tool unless you're giving them like total creative flexibility of like, hey, just, you know, record your honest reaction to trying this product or whatever. But most of the time you're going to give them some sort of direction. Uh and and now as a creative strategist, like you're just going to be the one that gets to come up with all of that and and that's I think like what is going to be so interesting about this space is you can see what all of your customers are saying elsewhere and then you don't have to work with creators and you could have, you know, the clips that you're envisioning in your head without having to wait um for for all these creators to get back to you. Now, again, like I'm not saying that it's going to entirely replace the UGC creator space because there are times where UGC creators will just say something and it's like, oh man, I've never thought of it that way. Um and that's where the brilliance is going to be. But all this is doing is just the amount of ads that you can create and the amount of things that you can test is only going to go up higher and higher. Um and that's what becomes kind of fun about this is like we we all are are are the artist at the end of the day and what's changed is we're no longer just having to use one paintbrush, but we can have 80 different paintbrushes going at the same time casting out what our vision is um on on to, you know, the the ads. And so that's what I think is going to be really fun, whether you're using AI UGC or or uh humans, it's just the we get to test so much more and and um not have any boundaries from a creative uh perspective.

[50:10] Dara Denney: Yeah, and I think to like what Barry was saying earlier too, it's like I've utilized AI avatars in the sense where like we want to create educational content. And I've found that a lot of times like AI voiceovers can really be indistinguishable from normal voiceovers. And I find that's often a really great entry point too for brands that are really nervous about utilizing AI um in avatars. So I often try to do the voiceover, use normal clips, um that they already have on deck to create net new creative and that's been like a good entry point for people. But I don't know, it's it's interesting. Like I'm also a creator, right? And I've had people turn me into AI before and there's I I don't know. I I have a I don't know. I have a pause on it, but I see like from the creative strategist standpoint that it's such a great tool to have at your disposal, but I am continuously worried about bad actors and about it not being used legally. Um and at the end of the day, just like keeping ourselves honest and authentic with our audience. I do think that even AI avatars can help amplify that authenticity, but I there it can like very easily and quickly go awry, I think with AI UGC.

[51:38] Barry Hott: I've literally sent ads over to the client without telling them it was made by AI and them not realize. So if they can't realize or care, I'm not saying I didn't tell them it was AI, but like if they didn't notice it immediately, that's a pretty interesting signal, uh, especially representative of like what the actual consumers are going to see. So, you know, uh, there's there's lines there that are going to be interesting when we cross them. Um, but to I think what Mirella said earlier, like it's a it's really comes down to really good storytelling. And I think the thing we're going to see is a combination of authenticity, authority, and really hyper relevant storytelling. I think that's that kind of like crossroads is where we're going to see everything moving towards because the algorithms are getting better, people are having a higher expectation of relevant content, and not just expectation, but like that's what they see. That's where they go on the platforms for. That's what they want, that's what they need, that's what they like probably are addicted to. We're all addicted to now. So, uh, that's what I would expect to see and need more of.

[54:25] Reza Khadjavi: Love it. Cool. Well, as as we get ready to wrap, the last question that I want to ask everyone here, um, often times when people talk about AI, the like the doom and gloom scary thing is that it's going to take everyone's jobs, right? I think that's often something that that people think about or fear. Would love to ask each of you if you can share just a quick thought just around like job security, A, you know, I don't I don't know if you have to comment on whether you think it's going to take jobs or not, but if somebody is worried about this and wants to make sure that they're constantly leveling up and not going to be left behind with all of the things that are happening in in AI, what what are some tips that you have for them to ensure that they're relevant and valuable to their companies and careers as all of this stuff happens.

[55:16] Mirella Crespi: I could speak to what I did with my team. So I have a team of 30 people and I gave each them a goal to master one AI tool that is relevant to their current role. So if they are a video editor, graphic designer, copywriter, creative strategist, account manager, um, just pick one tool and really understand how to use it. And most importantly, become a prompt engineer for that tool. So whether you are um, a deep researcher or a copywriter, really understanding how to master that tool to give you the best output. Um, and for my team, we created an AI day, which is one day each month that each person gets off to just dive deep into AI because we all have a million things bookmarked and saved and videos that you want to watch or Twitter threads that you want to get into and all these things because you're constantly saving, but you never actually set time aside to dive deep into these things. And if you're constantly in your job chasing deadlines day-to-day, um, you have to make it a priority. So we made AI day, so people can actually take that one day a month to try to master that tool. And I think at the end of the day, you're not going to be replaced by the AI, you're going to be replaced by people that know how to use AI really well. So if you pick a tool and you just understand how to prompt like Alex and Jimmy were saying, just really understand how to work with these tools, I think you'll be solid.

[56:49] Barry Hott: I have to add, anyone who's in this who's listening to this right now is already ahead of everyone else. The other people who aren't here right now are the people that should be scared. If you're here right now, you should at least have that little bit of comfort. Take a you can take a little breath, take a sigh of relief.

[57:11] Reza Khadjavi: Cool. Amazing. I I would add to this to that as well that AI is useful and helpful, but if you become really good at the problem area, I think there's this question that AI is going to start from like solving the lower level work. So you just want to rise to higher levels of abstraction. And in some ways, it's really just how people have navigated their careers forever, right? You join a company as a junior person and then you want to climb and become more senior and senior over time. I think as long as people are thinking about leveling up in the level of abstraction of work that they do, I think that will always put you in a good spot regardless of how AI um uh progresses and it'll help you kind of level up and uh and go further. And so hopefully we can help with that with some of the work that we're doing on the expert agent. The goal with it is to take a bunch of the repeat work, things that take a lot of time from you, take that off your plate. And so like I mentioned at the at the onset, anybody who joined and attended, your name is already on on the wait list and you'll be added to a priority. And over the next couple of weeks, we're hoping to accelerate the invites and get more and more people in. So look out for your invite. And you know how to find these incredible people. If you are um excited about the work that they do and there's something that you want to see in their agent over time, send them a note, tell them what you want them to build and hopefully those sorts of things start to get into the agents over time. And lastly, just want to thank our panel. Thank you guys so much for joining. I know everyone here is super busy and have a ton on the go. So thank you so much and uh see you all next time.

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[58:51] Speaker 7: It's time to ship more winning creative with Motion's creative analytics platform that helps you scale winners into unicorns and helps you figure out where your ads might need just a little more help. Join over 2100 teams shipping winning ads with Motion like Vuori, True Classic, Hexclad, and more. Get a free VIP tour today and you can see how Motion can help your creative strategists and your media buyers speak the same language.