Should you stop A/B testing creative right now?

In this episode of Growth Masterminds, host John Koetsier chats with Ellad Matarasso, Director of Growth at Alison.ai.

They discuss the limitations of traditional A/B testing in growth marketing and how Google and Meta do essentially massively multivariate simultaneous testing. Matarasso shares insights on how AI can analyze creative elements frame by frame and correlate them with performance data, thereby recommending the best combinations to maximize ad campaigns.

They also chat about the importance of creative in advertising, common mistakes marketers make, and emerging trends such as generative AI in creative production.

00:00 Stop A/B Testing?00:31 The Evolution of A/B Testing01:54 How Allison.ai Tests07:12 How Important is Creative?12:59 Human Creativity vs. AI15:51 Trends in Creative Optimization17:04 Challenges with Major Platforms19:11 Conclusion and Final Thoughts