The AI Creative Tsunami: Why Volume is Drowning Out Performance
The rise of AI has thrown open the doors to creative production for mobile games, and the result is a massive tsunami of volume. Tools that promise or create an illusion to turn anyone into a "creative producer" are readily available, leading to an explosion in the number of creatives flooding ad networks.
The Volume Trap: Spray and Pray Doesn't Pay
On the surface, more creatives should mean more chances to find a winner. However, what we're actually seeing in our data is a different story: the "spray and pray" method rarely works.
Non-Existent Impressions: Out of a weekly upload of 100s of AI creatives, the vast majority receive non-existent impressions.
Low Performance: The few that do get impressions suffer from incredibly low IPMs and high CPIs.
The core reason? Blandness. AI has democratized production, but not originality.
The Blandness Epidemic
We've observed firsthand that users are immediately ignoring bland, template-driven ads. The prime example is AI-generated UGCs. While they scaled for a few short months, they are now failing to perform across virtually all 20+ gaming ad accounts we monitor.
This mirrors the pre-AI problem of blindly copying and chasing trends. If you jump on a creative trend that has already been saturated, the odds of that ad becoming a scaling winner are extremely low.
💡 The human eye is trained to filter out the familiar and the repetitive.
The Real Creative Producers Remain Crucial
The ability to generate a high volume of assets through AI has only made creativity in idea-making more important than ever before.
New Ideas and Flawless Execution remain the two most critical elements for successful creative production.
AI can be a powerful brainstorming partner to spark a new concept, but the delicate, high-quality execution (especially for video) is far from full automation.
We know it best as we are working hard to challenge (and change) that with Chop-Chop 9000. Mixing quality and volume is not an easy task.
The market has acknowledged this, which is why we see so many studios actively hiring creative producers. An average Joe without strong experience in creative idea generation will not become a creative mastermind overnight, no matter how many AI subscriptions they pay for.
AKA - The fact that you can use Excel does not make you a Wall Street financial analyst.
AI opened the doors to creative production, but the industry is quickly realizing that success is MUCH more than just prompting. And that’s before we even discuss the widespread lack of knowledge on how to prompt effectively!
Stop chasing volume for volume's sake. It will NOT magically increase your ROAS. Invest in original thinking and high-quality execution. AI is a tool, not a replacement for creative vision.
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