The Subthread: ‘From Cost Center to Growth Engine: How AI Has Pushed Creativity Center Stage’

The Subthread recently published an article from Nest Head Of Social, Josh Goldsmith, on why AI hasn’t killed creativity, it’s done the opposite. It’s made creative the growth engine.

“The modern performance marketer now needs to wear many hats – creative director, data analyst, and strategic partner – constantly thinking in systems and automation. You make the ads, put them live, read what the performance data tells you, and use that to guide what you make next. Most teams do that once a month. The ones pulling ahead are doing it every week,” Josh wrote.

“And the difference compounds. Every cycle the creative gets sharper, the performance gets better, and you learn things about your audience that a quarterly review would never surface,” he continued. “Team structures will change to match. Smaller, more agile, with tighter integration between creative and performance. The days of handing a brief to the creative team and waiting a month for five approved ads are numbered. Brands that close the gap between performance data and creative production will pull ahead. The ones still running a monthly creative cycle are already behind..”

Read the full piece here and watch Josh lift the lid on how to structure accounts, budgets and testing for Andromeda at this Meta event recording.