Eric Seufert

AI can be used to form test hypotheses and craft differentiated creative concepts, not just for the actual production. There might even be an advantage in not always producing via AI (because AI-produced videos might not standout).

You have to be more radical in the different ad creatives you create, because you can’t deploy and test as much as before. Bringing creative production in-house might give you an advantage because it allows for creatives to be informed by deep product knowledge.

Reframe creative testing as rapid loser elimination rather than winner identification. The fastest path to finding winning creatives is systematically and quickly removing the ones that don't work (i.e., not spend more on them), allowing you to focus resources on promising candidates.

Trust Meta's delivery algorithms as a proxy for conversion potential. The platform's decision to show your ads is already a signal that they have conversion probability - use this as a filter before investing more in a specific ad.

Not only did deterministic measurement not really exist pre-ATT, it doesn’t exist now in any way, shape or form and it will never exist again. You should relinquish that hope that you’ll be able to maintain the status quo.

The growth hacking mindset when it comes to funnels is not the right one. You can endlessly A/B test an onboarding flow yet still have your conversion rate go down, or fail to increase revenue.