The market decides what works, not your creative brief

Let the market decide

I've been thinking about something lately.

Nobody knows the right answer when it comes to what ads will work.

Not the agencies. Not the consultants. Not even the platforms themselves.

The market is the one who knows the answer.

This hit me during a recent conversation with Mercer about ad creation. We were discussing how AI tools are changing the game - not just for beginners, but for seasoned professionals too.

Here's what's happening: Even if someone knows that carousels work for your industry, they still don't know which specific carousel will perform. You might need to test 10 different versions.

The professionals? They're using the exact same AI tools you have access to. They're not spending weeks on creative briefs and elaborate production anymore. They're taking assets and making them work within budget and timeline constraints.

That's the reality of modern advertising.

The knowledge gap isn't as wide as you think. You can run research reports. You can do searches. You can ask for creative ideas and publish them yourself.

The cost to create ads is often less than what you'll spend running them anyway.

So why not spend that time and effort?

Let the market decide what works. Test, iterate, learn.

This is where we're headed as an industry. The tools are democratized. The playing field is more level than ever.

Your advantage isn't in having secret knowledge - it's in moving faster and letting data guide your decisions.

In this week's video, Mercer and I dive deeper into this shift and what it means for how you should approach your advertising strategy going forward.

Watch it here

To Your AI-First Success,
Jeff Sauer

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