Welcome to the dtc deep dive. Today, our guest is Chase Mohseni, head of marketing at Pencil. A service that uses AI to create ad variations in large quantities from fed-in pieces of content assets.  We’ll be going over the importance of experimenting with your creative to avoid stagnation, why AI is a tool rather than a replacement for creators and how to avoid relying too much on your past data. Why you should be reusing your creative into lots of other creatives. The marketing ‘ocean’ is so big, that you need to be maximizing every piece of creative you make. Why brands need to constantly be switching up their content styles - every style will eventually become saturated. Testing is the only strategy to prevent this stagnation. On the use of ‘cheap’ looking creative. Don’t get hung up on making every piece of content into some ‘high end’ production. If you are at a lower level, then you need to be looking at high-level brands and what kind of creative they were making when they were at a lower level like you. On the mental block content creators experience when producing for a product multiple times. You should be testing new formats, instead of doing the same thing everything time. Why you need to be looking at all aspects of your customer experiences. If your CTR is high, but you aren’t getting many sales, then you maybe need to look at other areas of the experience outside of the creative. On the use of Algorithms, People will always be needed to adjust automated processes, creators aren’t going to be replaced with algorithms, because you still need to create the right assets to feed into the machine. On using your past data going forward. Brands run the risk of becoming risk-averse when they rely on past data too much. Don’t become addicted to your data, you need to be testing new types of content every month. Your data will tell you (wrongly) that you know everything. Finding your ICP is far more difficult than you think. Start your 14 free trial of Motion today Follow Fraser on Twitter Follow Chase on Twitter Work with Fraggell Follow us on Twitter Watch all the episodes on YouTube