Creative data, not volume, will drive the next wave of AI marketing
Vidmob's executive chairman Alex Collmer says the future of generative AI depends less on how much content gets produced and more on the intelligence that guides what gets created in the first place.
For over a decade, Collmer has pushed a single argument the industry now accepts: creative quality drives most campaign performance. Yet most marketing teams still optimize everything except the creative itself.
"Every marketer will say creative is the majority of results," Collmer said. "Then they'll base decisions on models that have zero factor for creative quality."
The gap is real. Teams adjust media budgets and refine audiences constantly, sometimes in real time. Creative assets typically stay in place until performance drops. The systems used to measure campaigns track delivery and conversion but offer limited visibility into what happens inside the creative itself.
That disconnect is what Vidmob set out to fix. The company has shifted from production into what Collmer describes as "creative data"-a structured view of how creative decisions influence outcomes and how they can improve over time.
Volume creates new problems
Generative AI has made it possible to produce hundreds or thousands of content variations across platforms and audiences. That speed has not made the work easier. It has raised the bar for what stands out.
"It's making it easier to create," Collmer said. "That doesn't mean it's making it easier to be excellent."
When production capacity stops being the bottleneck, the real advantage shifts. It becomes knowing what to make before a campaign goes live.
"When the ability to create is no longer the barrier, the knowledge of what to create becomes the advantage," he said.
Small changes, material results
Applying the same level of optimization to creative that teams apply to media changes how campaigns run. Assets can be assessed before launch and refined once live based on audience response.
The improvements often come from subtle adjustments most people would not notice. But they materially change results.
"These are not big, sweeping changes," Collmer said. "They're subtle adjustments that most people wouldn't notice, but they materially change the result."
This approach is also blurring the line between brand storytelling and performance marketing. For years, these operated as separate disciplines with different priorities. As expectations increase, that separation becomes harder to maintain.
"There's a middle ground," he said. "Craft still matters. But it has to drive business performance."
What's next
Collmer recently moved from CEO to executive chairman, a shift that lets him focus on product direction and partnerships. Vidmob is now developing tools designed to bring creative intelligence directly into generative AI systems-influencing both how content gets produced and how it gets measured.
"We're going to bring intelligence into generative AI platforms," he said. "Not just one, all of them."
As content production continues to scale, the advantage comes from precision, not volume. It comes from knowing what will resonate before a campaign launches.
For creatives working with AI tools, this shift matters. Generative AI and LLM courses can help you understand how these systems work. Pairing that knowledge with AI for marketing courses gives you the data literacy needed to make creative decisions that drive measurable results.
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