Plenty of brands have tried AI ads and given up. It’s usually not the tool’s fault. The output doesn’t look like the brand, and fixing one thing breaks three others.
This Playbook is anchored by Sam Kroonenburg, who sold A Cloud Guru for just over $2 billion and now runs Cuttable, an AI ad platform. Before building it, his team sat down with 50 to 70 brands to work out why AI creative wasn’t working.
In this playbook, we cover three things ecommerce operators need to know about briefing AI so it doesn’t make slop:
Start with the shoot assets you already own, and keep feeding the library
Write the rules before you hand over the keys, like True Classic’s ten-page decision file
Define what on brand means, because only a human can decide that
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