AI Agents for Ad Creative: The Workflow Saving a Pilothouse Strategist 5.5 Hours a Week

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And last week was like five and a half hours. Total time saved of just like sitting in front, writing tickets, repetitive tasks over and over again. There's a lot of hustlers. Guys that are trying to make money with AI online and I think that there has been trends that happen. They grab people's attention for a moment but then once people start seeing them everywhere, they just stop working. If you wanted to look real and kind of pass the SNF test, you have to know what you're doing.

“So that's why I think it's just important everybody who's in. Like just use it as much as you can because”

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strategists and AI Overlord Braden. Not AI Overlord. But you're an AI innovator on the pilot house team. Building out some really interesting things. Building out a specifically today we're talking about a very cool workflow that you've built out, which is really interesting for me because I have a lot of different things that I trigger that I use AI and I'm getting better at using it as my terminal, getting out of the browser using cloud more and more just as it's own thing. But I'm still

tying it all together. I'm interested in workflows that people are building where things are happening on a more autonomous fashion rather than constantly me triggering every action than I am wondering if that's what we're talking about today. Yeah, we can definitely talk about that today.

“You know, I feel like cloud does a pretty good job of that. I think you have to get really good at”

using schedules with cloud. But you know, I've been playing around with, well, first of all, Meta's Muse came out. Yes. I decided to kind of use that for my personal life a little bit. Give it a zuck all that data. I know, I know. I did the same. I have it. They got to have it. There you have it. But yeah, you know, it's just like, it seems like, well, in chatchip heat just came out with dots and obviously with grock box, there's these like kind of like agentic tools now that,

you know, I'm sure cloud is going to come up with eventually. But I think that's always been

the thing that's kind of held me back with cloud a little bit is the agentic side of it. I know you can spin up agents and get them to do things within cloud. But yeah, just experimenting with these other platforms has really opened my eyes to like what's possible. And I can get into some examples of that for sure. Yeah. Well, let's stick around to the end. Are we still talking about what you brought up in the in text on the on the slack there? Yeah, just let's just let's just preface

we'll get into our creative examples that we that we used that we're doing for our personal lives in Muse. We'll say that's all the end of this so stick around. But yes, away you go, Brayden. Okay, cool. So I always had this trouble of like, you know, scheduling agents to go out every Monday morning and go do a thing and come back to me. And then be able to use that as like relevant information in order to make like creative and strategic decisions and then pass that on to

either cloud or what not. But I've been playing with Grockbot and the way that guys are setting it up is that they have this like chief of staff. And that's like their main Grockbot. And then they create these sub rocks. And so you can think of there's like a layer of managers and then there's like a layer of doers. And once I kind of saw that, it kind of opened my eyes to, you know, my job and, you know,

it exactly what you want. Like every Monday morning, I want you to send out the team to go find

“three UGC videos. I want you to go find three, you know, a static creative at examples. I'll be relevant”

for our brand. I want you to go find, you know, some interesting articles that we could maybe try something new. But you just like, I tell them and they will just go and do it every Monday. They'll just go and do it and they'll come back. And then the cool thing is is that they can talk to each other. And so you can set up the Grockbot to be like talking to the manager and the managers talking to the chief of staff. And then you're the one just kind of talking to the chief of staff.

But they're managing each other. And so if you have these like kind of repetitive tasks or these tasks that kind of like, you know, like going doing social listening is so time consuming, going on, looking for influencers, looking for, you know, new ad ideas. It can be so, there's so much out there and it's so time consuming. Whereas now you can use, I've been using Grockbot and I've been saying, just go out and it'll go look on Pinterest. It'll go look on ad library. It'll go look on,

if you connect it to motion, you connect the motion who go and look through all the motion stuff and it'll come back with like a swipe file of like 70 creative. All relevant to your brand.

It's pretty amazing. And it just like, you can just do that. And so with these agents,

I'm starting to see now where it's like, okay, you can have these repetitive workflows where they're just kind of doing their thing, doing their task, bringing you assets that you can use. And then from there, once you get that stuff, you can start making creative decisions with it. You can go review it. You can look through it. And then you can say, okay, I'm going to use this. This and this. And then I take, usually take that over to Claude. And then Claude, I have all my

workflows in terms of like internal processes, like how we write tickets and things like that. And I can say, okay, Claude here are the ideas for this brand. And now go write those tickets for me. And the club will go and it'll write the ticket descriptions for the designers and do all that stuff. So it's just like freed up so much time. I mean, so much of my time. I have an artifact in my Claude that tracks the amount of time that I save with every ticket submission that I give it.

And last week was like five and a half hours of total time saved. I've just like sitting in front, writing tickets, repetitive tasks over and over again. And so it saved me all that time. And that's just now time that I can use for business development. I can use it for learning more stuff about AI, playing with new tools. So super interesting. So it's so fascinating. It's a really fascinating time. And how is, I guess, how's the creative performance through this process? Has there been

in having sort of this, obviously human in the loop, but having AI involved this much? How's the performance on the other side of these ads that have kind of gone through this process? Yeah, I mean, I think that what I'm finding is AI creative. I'm not so bullish on right now.

“I think that like, you have to find what you mean, are you thinking more about stills or video or”

or look all of it? I think it's like AI generated and obvious. It's okay. So first of all, it's

very hard to make AI, not obvious. There's some ways you can do that. I think like if you want to make an iPhone image, like if you want to make an image that looks like an iPhone, like take a reference photo with your phone or find like a UTC image and use it as reference. And that'll get you closer to an iPhone shot AI made image. But I think the best thing that I found is like mockups getting it close, dialing it in, using AI helping with this strategy, you know, Claude has just this like

depth of knowledge from the work that I do with every day of like each one of my accounts and to be able to then be like take that and use it to my advantage that didn't give to the designer who like really has the touch, you know. And AI like I don't have those like creative when it especially stills, like I can see something and it's like, oh yeah, that looks good. But the designers have like a different level where they can really take something and really

“elevate it. So I think if the finished product can be made by the designers, I think that is usually”

working better for me and I've made my accounts than a big sense. I will also say that a lot of brands right now are very sensitive to AI. And we have heard brands say like zero AI, not even AI voice

so first like just so interesting. Yeah, so M-s no more M-s. I maybe they're coming back now.

I was in an interesting call with some some big brands the other day and they were talking about because it's we talked on this podcast for a long time way back in the day about the idea of third party brands. So when you have a funnel that you're really interested in running or a gamification aspect, quiz thing, maybe you don't want it running to your main page. You spin up another Facebook page. That's like, you know, in your category essentially but it's more of like a

collector or media site around your category. And I thought that was and they were saying if they've been testing AI creative but they don't want to do it on the brand so they test it on these third

as your testing ground for some of the more interesting experimental AI stuff potentially.

“Yeah. Yeah. I think that's a great call. Have you run much? I remember I remember the”

wooden, a couple podcasts ago. Maybe our last one. You spun up a really funny sort of video for a client potentially. Have we done anything like, are there any clients that are cool? Do you have an example of an AI video creative that really worked? I do. I'm thinking like, I think what's happened is there's like, there's a lot of hustlers and grinders and like guys that are trying to make money with AI online. And I think that there has been like

trends that happen with AI where they're like, there's this like new trend that gets shared around in a discord and that gets like blown up, you know, and all these brands start to try it and

it's this is like new way of using AI. I like think of like Pixar style videos. Yes. Exactly.

And I think that they are trend. Like, I think they grab people's attention for a moment, but then once people start seeing them everywhere, they just stop working. The ones that I worked, I mean, this was like last year when brands were a little less like scared, but I had some really great ones that were like just like a girl in a plane talking about the product and looking out on the wing and there's like a girl, someone holding a, like a sign that says,

like, black Friday sale on now, you know, just so like grab attention, things like that have worked for me. But in order for it to be, yeah, I mean, if you wanted to look real and kind of

“pass the sniff test, you do have to be like, you have to know what you're doing. I think it's like”

hard to just like go into Hicksfield and prompt something and get like a really great thing. I think it's like these are tools, just like Photoshop or Premiere. Like you kind of have to know you have to use them in experiment and just like try and air them to to really get them. So and so where in your workflow is Hicksfield? Where in your workflow is Hicksfield? That's between Grock and Claude or Zek does it happen after Claude. Yes, so it depends on the client. Like Hicksfield

is great for originally what I was doing to make like static AI images was within Photoshop and using Photoshop's internal nanopinanticing. And that was very time consuming and not very good. But then I started using Hicksfield so if like, we have a very particular persona that we're trying to go after and very particular kind of like entry point. I'll go into Hicksfield and say we do like 15 static ads. You know, I'll go into Hicksfield and I'll like really be careful. Maybe they're like

UGC kind of imagery or something like that. I'll go in there and I'll use that. I rarely use it for video. What I love it for is like their super computer. So you can connect with a Chagipiti's Astra and you can throw in videos. You can it'll help you storey board. It will do like big like, you know, like for instance, what I do is I'll tell Brock, I'll say go find me or rock pot. Go find me like a swipe file of ad examples. I'll go pick out 10 that I really like and I'll give it to Hicksfield

super computer and connect it to Astra and I'll say, hey, here's some lockups. Like these are all ads that I think are great. I'd love to try for this brand and it'll go and it'll just output 10 pretty solid ads that are like based on the references but totally working for your brand in like five minutes and I can take those and I can take it to cloud and I can say, okay, now go right 10 tickets for the designers. Here's the references and it's just this thing where

like just you know, you used to have to go into Chagipiti and and use imagery or going to Gemini and use all these tools where now it's just like it's like bulking things is really good and then

“Astra is just amazing at understanding. It's like really a great model. Very cool. Yeah, so that's how”

I'm using Hicksfield. That's interesting. So you've got this whole ecosystem of tools. Are there any brand new ones that you've jumped on that you find really interesting? Yeah, I mean Muse. So like Muse was was interesting and rock-bought as well. Like I think just like this like kind of rise of this gigantic thing where you know they'll just go and work for you overnight. Like sometimes I'll like work at night when my kids are in bed in my wife's sleep and I'll just stay up for

two or three hours and I'll just get into these like these workflows where like I can say, okay, work on this I'm gonna go to bed work on this and like I'll wake up in the morning and they

will have done a whole bunch of stuff and it's like it's pretty it's pretty amazing. So I would say

rock-bought and Muse have been the two that have kind of been giddy over the last week. This episode is brought to you by Focal. The AI asset management platform for creative teams. Everyone working in D to C uses an LLM now but almost everyone uses it in their own silo. Your media buyer and your creative strategists each have their own chats and neither knows what the other knows. In creative that can get expensive real fast. Brands winning on meta and

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what sells. DTC podcast listeners get a free 14-day trial of Focal and 20% off annual plans when they sign up in October. Head to focal.ink/dtc that's focal.inc/dtc. What have you used Muse for? You mentioned the personal life, I'm curious. I just got permissions for my calendar and my email so it's starting to send me a few notifications there and I have

an interesting Spotify use case, but what about you? Yeah, so I've always connected my LLMs

to my work email and I've never had I never made that jump to being like I'm going to connect just to my personal stuff and so even my personal chat GPT account is still connected to my work email so I can't tell it to go look at my personal email, I can only tell to go look at my work email. So Muse was this like opportunity where my Facebook wasn't usually on my personal email and I said okay let's let's connect it to my to my stuff and see what we can do and you know I first

thing was like okay let's just like triage my inbox like go through I got so many subscriptions like just like get rid of the subscriptions on subside so unsubscribe to a bunch of stuff and delete it up on just stuff that I didn't need and then you know my wife will say to me like oh gosh you

“make sure you do this thing remember this and one of those things was was booking a flight”

and I have fern event that I have and um I just told it I say I've got this event can you go into my email figure it out and and then bring me back some flights and it went and it looked at the event across reference another flight that I had it understood where I was flying to and a rush hour and like this is the times you probably don't want to pick because like this is going to be rush hour traveling and it had it all booked and all I had to do is just take control

of the browser and add my credit card information and then I said submit and so it had done like a bunch of mental processes that I would have had to do to like think and make decisions and stuff

it just like give it to me and a platter and I was you know son and then I was like oh I was amazing

like I got to do a car booking so it went and researched all the cars and brought back he's like here's one for 650 bucks you can have this car whatever and I was like what's the nicest car for the cheapest and it found me like luxury SUV for like just a few hundred dollars more I was like right okay the book at same thing it was like hey you know actually if you sign up for this gold rewards you can get a free second driver so let's do that first so it signed up for the gold

rewards for me then it like went back it and it and it booked the car rental and then you know I had a bunch of like physio appointment receipts that I had to submit and oh receipts are a great idea put it all in organized it for me and it was like I can see the vardis submitted these ones these ones you haven't submitted and then I'll actually send it to email to your wife as well that or no she needs to put them on her benefits as well and just like all this stuff we're just like

man it's like having an executive assistant for your life shopping stuff being like oh my god

“my son needs a new helmet but I have no idea what to get him like I think I want a full face helmet”

go find and or go look on go look on a Facebook marketplace and hegel hegel that guy down for that thing and it'll go to message the person say like hey I'm interested in this and they'll try and get a better price for you so like taking pictures of like you're like I need to declutter taking pictures of like your bedside table with like stuff in it and being like what can I sell on marketplace and it'd be like tells you what to sell take pictures of it and they

give them the pictures and all of a sudden it's like created all the marketplace adds for you and it'll bad manage the marketplace is for you so it's just like one of these things where I mean it's just that one step before having like a robot in your house that's like doing on your laundry and like and cleaning your dishes and stuff but it's just so so helpful the the I've been talking about the AI Butler for around 10 years now and it were definitely

definitely one step closer I got my Spotify hooked up to it and I've been listening to you know to music aggressively for the past you know 10 years or so and five years on Spotify and so I have this huge collection of songs and I'm kind of gearing up to like learning how to DJ a little bit and so I had it kind of like go together and mix a bunch of like hyper specific club mixes which I'm gonna link you guys can all follow me if you like my DJ name is esoteric but with all

the vowels are letters like lead okay I've got a lot of good a lot of good especially EDM soundtracks

and they're all bangers and it nailed it absolutely perfectly but I'm eager to start giving it

some some homework receipts are such a good idea receipts are like the bane of any executive existence kind of thing and unless you have a personal system which I don't and so yeah that's I've already used Claude for that it was a little bit clunky but I'm excited to to give music try. I think I think music is is good for that sort of thing and speaking of music like uh chatchie-petees also really good a writing lyrics I don't know if you've ever tried it yeah I

haven't I had it like I I was listening to some blank one eighty two and I would like listen to this one song I was like oh my god this song is really great like talk about a good song and I chat with chatchie-petee and like give it a little backstory about my life and I was like what would it what would a song be like in this style but like based in my like story as a kid

and I wrote this thing and it was just like totally amazing like you know I had to like obviously

work on a little bit but it's it's just so cool these tools man like it's it's the most fascinating

“thing I think I've ever experienced in my life is this like time right now and I think to the”

more you'd use these tools all the sudden you start seeing problems that then you just know intuitively like oh that guy this hard solved that like I'll like have conversations with guys just about like oh what's your work like can that tell me about their work and I'll just like my brain I'm like oh man you should be doing this with the eye like you just kind of like figure out these ways so kind of like bring the data together and help them optimize just so cool I'm really interested

I know we can it's not a public facing tool but the the tool that pilot house has developed or is developing right now for creating the meta brain of all and not meta ads I'm talking about the I just love the name of it it's called air boss I think it's I hope it's like it's pilot house air boss it sounds great but I think about it all the time on the D to C side is we all have our own frontier LLMs that we're working with on a daily basis but sharing context among them we don't

none of our LLMs know with the other LLMs know and so that idea of being able to centralize data and for an organization and then give the entire data you know everyone's LLMs the right context at

“the right time seems like interesting challenge yeah interesting challenge and I think too like you”

hear these horror stories of these businesses that were like you know just give their employees free rain just like go and and create value with AI and they come back with these huge talking bills and I think you know I listen to podcasts where guys talk about like oh yeah you know I've had like three people in my team I'll build the same thing you know and that's not necessary I think like that's maybe the exercise here is is how do you create like a multiplayer tool that

isn't redundant and that allows like people to tap into it and use the context and use the experience and the skills and the and the workflows together and not just three people have three different workflows that work all of very differently and one guys is totally token inefficient and like using Opus 5.5 or Fable you know what I mean like you just it just kind of helps and then also there's just people who are very against using AI and I've I've read into this too where like

I try to explain something to them and you just realize like they haven't spent enough time in the tool to even adopt the workflow that I've like tried to build for them you know it's like this is a really easy way this is going to save you like I said five and a half hours a week but like there's just not enough time in the tool for them to even kind of comprehend how they

“would even use that in their workflow so that's why I think it's just important everybody use it”

like just use it as much as you can because it's not going away it's not going away it's not going away it's funny I was doing some deep philosophizing with it last night about this video that I watched it sort of said it has inherent limitations and you can feel it you can almost feel every time you're talking with it and you're like that's not right at that you know what about this what about this and it'll just it'll just sort of continue to add things and at a certain point it like you can't

spin up unlimited compute it's going to limit what it's got to say to you it's going to limit it it's variables that it's willing to consider and it's going to give you an answer that it thinks it's going to is going to be you know you're going to be happiest with and that's that's sort of like that's my reason for why I'm less concerned about being destroyed by AI or AI gaining this like hyper superintelligence because I think there's some inherent limitations to these elements

that while all of these things we're talking about and probably times 10 are going to be possible there are going to be I think some inherent limits to the way these things are structured in the way that they are able to query in this binary way I just don't think I that's with one of the reasons I would say I'm not a pessimist or that I'm an AI optimist because I don't I don't think I don't think it's going to figure out how to kill us or be able to kill us anytime soon mark my words

yeah I think the biggest thing is that they make sure that there's always it's always thinking

in text so that we can read through the box I think that's the big thing is like as soon as it

that's where I think it gets a little squirrely I'm just curious what you thought about Jeff and I were talking about this earlier it was a couple weeks ago now but it was the the Dario it was the

whole sort of AI scare that came up with that whistleblower who suddenly had two million followers

and blew the whistle on you know it's just stepping off the rails at Claude and at Enthropic and then

“Dario came out and sort of said hey we've got a you we must as SNL said like you must we must”

control me essentially and whether or not that was like a real thing whether there was this like real whistleblower thing or whether it was like a marketing play basically to like because so much of of Anthropics marketing is like you can't even release this new thing because it's going to it'll destroy the world so just like a smart marketing play but I wonder how much of like a recent AI scare was a marketing play versus a genuine you know worry that it's going to kill us

well you have to think that like whatever they've released today yes they probably have something

really a lot better than that so yeah if they've had fable like they've obviously got something that's

like way better than fable and you know I heard some facts about that story of the whistleblower and and things but I think overall it's like we don't know really the extent to this stuff as normal consumers and so I think I like what Elon must said which is just like they don't want to have a governing body that slows down this slows this stuff down to where it's like people who don't know anything about AI are kind of trying to govern it so it's like how let's have an agreement where

each company has access to each other's model and we can each stress test each other's models and so that like you know open AI can stress test clouds models and cloud can check out open AI

“and grow in and all these models and I think that's like that's the thing that I've heard that”

it seems like the direction that they're all kind of going because it doesn't necessarily slow them

down but it at least keeps them accountable to each other and it doesn't becomes as like space it's like kind of like a space race where it's like they just it seems like they've got the foot on the gas and they're just trying to make it better and better and better and so I think a little bit of accountability but I just don't know if the government's the best person to kind of like you know do that stuff so it was probably great marketing for all of the companies but I've heard I've heard

the pessimistic take that it was at that it was like a recognition kind of a little bit but what I was saying about the sort of looming limitations that are inherent in this kind of technology and so that's my favorite conspiracy theory that it was sort of like a hey let's make a big you know bruhah about this and it'll sort of justify the reason for our lack of exponential growth beyond this point because it's truly exponential growth but let's get that let's get the

government let's let's all be you know obviously the people that they put forward for the potential governing body were all friendlies right like let's create the board that kind of like that controls the space make it a bit more of a racket and then also control expectations for what it's gonna be able to come be become beyond this point time will tell I have no idea yeah well they have to do something about the I mean they don't people don't want data centers you know and so

like maybe there's like that's maybe why they're like look like these things aren't getting built and we don't have enough energy to like keep building and and giving energy to these LM so like we're gonna we're gonna run into a bit of a bottleneck here so we need to like cause of bruhahah to slow things down so that we can like you know let the people not be afraid of data centers

“and so that we can keep building data centers to grow but because I mean I think there is a”

big discrepancy between the amount of energy that the U.S. is producing and the energy that's gonna be needed to build all these data centers and run these models. If only they had a really energy rich nation to their north. Like you know, like you know, like we're gonna be lawns planned with SpaceX is like going and. Yes I like. I have heard yeah and some people some physicists say it's impossible and others he says they're not considering blah blah blah I don't know. It would be a

good use of space I guess I'm waiting to see some good uses of space right now it's just convertibles and Artemis's but a super super interesting. Anything else on the on on the AI front here for our listeners? What do we want to know from our listeners? I guess like I'd love to know work flows. Work flows would be cool to hear from people you know it'd be interesting for for people to let us know what their experiences with running AI ads, you know not necessarily

great. A lot but like AI generated ads and like is that been converting? I will say for us as a data see as a media company where we promote our agency networking group agency and we promote our newsletter to drive new subscribers. AI ads work pretty well and it's pretty much like you know

asking for it on a weekly basis like give me the three top angles that kind of were we're sourced in in the calls this week and then and then it's just putting it into it really it's just text on a

screen as as you know in the D to C account has always worked well works well in in agency as well

and then we just make sure that we have like Jeff and I go and film kind of once a month we go and record a bunch of in-person real real content for that but when it comes to unearthing angles that that come up in our sales calls it's it's insane super valuable for that and then also just creating very simple static images where like where there's not a lot of complex visuals happening there but like they tend to work quite well as long as the sentiment is true which it is.

“Yeah I think it's when it becomes like AI slot that you know I think Meta's algorithm hurts”

your ad placements if they don't make the user experience better so if like you are just creating

kind of like a lot of volume of like AI ads I think that that Meta's algorithm sees that as like not because they want people to be on the platform they want people to be on Facebook and Instagram and if it just gets like bombarded with all these kind of AI ads so I think that that's maybe what's happening is performance might not be as good for those ads but I'd love to hear what people say but I think from like your perspective with DTC where it's like you're just trying to

deliver that message it doesn't and it looks good and it like feels good and people can just read it and get it it's a newsletter but if it's like a burger shop and it's like that this is like a sloppy

“burger and stuff I think it's I'm just seeing I went to rib fest this year and like all the rib”

logos were all AI and I'm just like looking around and they're all one after another you can just tell it's AI it's that's so you see it's so much in in city area in street like or restaurant science and stuff everywhere now too I mean the stuff that the stuff that we make like if I make something with AI it's not just one prompt it's like it takes a lot of it and like I'm not saying I'm like a taste maker but I got had taste and it's like it requires a certain level of like

repetition going back making it better doing something different like to get something good that doesn't feel like AI you can't just one prompt things I think I would love to see a brand

spin up a third party brand and the video assess especially takes a long time I've actually never

made a video but I understand the ticket takes a lot of like multi-dimensional prompting to get the videos right but it'd be interesting to test that from a third party brand see if someone could really nail that I made one video we had a client in the dot and the owner was a doctor and he said like just clone me just just make it make a you gc clone of me and so I did and I made a really great ad it didn't perform but it was like a really compelling ad of him and it

was his likeness it was his voice and it was him holding his product and it didn't take that much effort honestly it was like pretty pretty easy hexfield does make things quite easy very cool well didn't work so it's not in killer so there's no filler on this podcast thanks for coming on talking

“about that workflow if you can save you if you want to talk with Braden about it make fill it”

a lead form of pilot us and ask for Braden and you can talk about that work flow that you've built that's eight saves five and a half hours a week and you can implement the counting job and counting nice look forward to our next check-in thanks Braden thanks Eric thanks so much for listening to today's episode if you're not a subscriber to our newsletter you can do that right now at direct to consumer all one-word dot co I'm Eric Dick and this has been

the details he podcasts we'll see you next time holiday starts early on Walmart Marketplace apply to sell and get your inventory to Walmart fulfillment services to prepare for millions of holiday shoppers build your seasonal assortment with customer favorites products Walmart customers love and are actively searching for at eligible customer favorites to your catalog and you could receive up to 100% off referral fees on those items get holiday ready with Walmart Marketplace

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