AppsFlyer has introduced its AI-driven creative optimization tool to transform marketing campaigns. Based in San Francisco, AppsFlyer aims to revolutionize marketing campaigns by improving the creative process. By utilizing AI, the tool provides marketing professionals with new insights into their creative assets and offers data-driven guidance to maximize impact. The creative optimization product enables marketing teams to make informed decisions, significantly enhancing the effectiveness of their advertising campaigns. Leveraging artificial intelligence, the tool identifies patterns, trends, and features that drive optimal audience engagement, providing valuable guidance to maximize the impact of creative content and advertising expenditure. Yevgeny Peres, Vice President of Product Strategy Execution at AppsFlyer, stated, "The new creative optimization product brings a real breakthrough for marketers, bridging the gap between creative marketing teams and growth marketing teams, while addressing key pain points and driving success for both. By providing sophisticated, in-depth creative insights, it enables growth marketing teams to optimize spending, scale, and profitability by automatically identifying which creatives perform best in marketing campaigns." During the development and testing stages of creative optimization, AppsFlyer collaborated with over 100 companies, including fintech company Dave and mobile gaming leader Papaya Gaming. The company stated that companies in the gaming, fintech, e-commerce, and entertainment industries have achieved outstanding results. Brands using the product have experienced up to 300% growth in advertising expenditure while witnessing significant improvements in key performance indicators. Ad campaign click-through rates have increased by 50%, cost per installation has decreased by 30%, and customer retention rates and revenue metrics have improved by 100%. Christian Espinoza, Senior Marketing Technology Manager at Dave, praised the impact of creative optimization, emphasizing its transformative role in improving efficiency and gaining deeper insights into the best assets. Similarly, Dan Hayoun, Performance Group Manager at Papaya Gaming, highlighted how the tool enables their marketing team to reach more audiences, improve efficiency, and collaborate more effectively. AppsFlyer's creative optimization product combines AI-driven insights and comprehensive analysis, providing marketers with a multifaceted approach to optimize their advertising expenditure and creative strategies. With its AI-driven capabilities, detailed performance data, and seamless integration with business intelligence systems, Creative Optimization aims to redefine how marketers strategize and execute campaigns. Currently, the product primarily targets mobile devices. In the near future, it will support connected TVs, PCs, and gaming consoles, and eventually expand to support the web. To date, AppsFlyer has raised $300 million and has over 1,500 employees. When asked about the inspiration behind the product, AppsFlyer stated that as marketers and advertisers continue to face challenges due to signal loss and strive to improve efficiency and collaboration to drive growth, the ability to intelligently and rapidly optimize creatives may be the most powerful lever marketing teams can utilize to transform ordinary marketing campaigns into impactful ones. The company stated, "With our advancements in artificial intelligence, we feel we have a real opportunity to innovate, helping our customers, partners, and ecosystem adapt to new ways of collaboration and make informed collective decisions that help achieve common business goals. Introducing creative optimization into our product suite was a natural step for us as we continue to provide comprehensive measurement tools and insights for marketing teams of various forms and sizes, enabling businesses to make better decisions and deliver experiences that drive revenue as a driving factor for their organizations." Among AppsFlyer's clients testing creative optimization, approximately 50% come from the gaming industry. However, the product aims to serve both gaming and non-gaming companies, as successful advertising creatives and cross-team collaboration become increasingly important for marketing teams in almost every vertical. When asked whether it would eliminate jobs or somehow preserve and improve them, AppsFlyer stated that if creative teams no longer need to spend significant time on tedious tasks, analysis, and reporting, they can return to more valuable work, generating new ideas and creating original content and concepts. The company stated, "Coupled with the ability to rely on the same unified, data-driven insights across teams and departments, internal collaboration becomes stronger, and creative teams can prove their value, significantly improving feedback loops, increasing advertising expenditure, return on investment, and improvements in key performance indicators for everyone involved."