When a 30-variant ad set costs $4 to produce, the bottleneck moves from creative to judgment.
Image, video, and copy generation costs have dropped 99% in 24 months. A solo marketer can now ship more creative variants in an afternoon than a 2023 agency shipped in a quarter.
The new bottleneck is taste and judgment: which variants to test, which to kill, and which signals to trust. Creative directors are becoming portfolio managers.
Brands that systematize this — clear creative briefs, fast test cycles, ruthless culling — are compounding learnings while competitors drown in their own output.
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