Wyndham and Goop Use AI to Speed Up Creative Work and Reduce Team Burnout
Hotel chain Wyndham and wellness brand Goop are using AI to generate and test ad creative at scale, freeing their teams from repetitive work.
Both companies partnered with Adora, an AI performance marketing platform that automates ad testing, generates creative variants, and tracks campaign performance in real time. Wyndham announced the partnership on Thursday.
How it works for Wyndham
Wyndham's creative team submitted existing assets and property photos to Adora's AI model, which generated dozens of ad variants. The team then provided feedback to train the model on the brand's preferred style and aesthetic.
In one campaign, Wyndham ran more than 90 creative variants targeting 15 different audience segments. Business travelers saw ads for full-service resorts with loyalty program messaging. Road trippers saw economy brand ads with spontaneity-focused copy.
Adora's system automatically identified which creative elements performed best. When the AI determined that beach imagery outperformed food and beverage imagery by 23% for a specific audience, it increased the frequency of beach-focused ads.
Michael Shiwdin, who leads guest engagement and loyalty at Wyndham, said real-time insights made mid-campaign adjustments possible. Without simultaneous access to performance data and creative optimization, "making mid-campaign refinements is incredibly difficult," he said.
The appeal for creative teams
Goop's creative team faced constant pressure to produce large volumes of ad variations. The work was "operationally heavy" and pulled focus from more complex creative projects, said CMO Alexa Ritacco.
By offloading repetitive asset generation to AI, the team now spends more time on strategic creative development. Ritacco described the Adora partnership as one of Goop's first "meaningful forays into AI within marketing" and said it won't be the last.
Why Adora over competitors
Shiwdin chose Adora because it combines creative generation and media optimization in a single platform. Many competitors offer two separate products, creating workflow friction.
The consolidated approach also solves a practical problem: most brands can't conduct photo shoots across every city they target. If Wyndham wants to run ads in Savannah, Georgia, Adora's AI can revise existing creative with accurate local imagery instead of requiring a new shoot.
Andrew Double, VP of revenue at Adora, emphasized that the platform defers to each advertiser's own performance metrics and brand guidelines. "We don't have our own metrics," he said. The advertiser remains "the controller of the brand" and works with the AI to ensure output aligns with brand vision and restrictions.
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