Creative automation: what to automate and what to keep by hand
Automation multiplies whatever you feed it. Feed it a weak idea and you get a hundred weak ads, faster.
The Krevya team
Tools8 min read
Creative automation went from a nice-to-have to a requirement the moment platforms started rewarding volume. But most teams automate the wrong half of the job.
Automate these
- Resizing. Producing 1:1, 4:5 and 9:16 by hand is the most expensive boredom in marketing.
- Variations on a proven angle: new background, new headline, new season, same idea.
- Localisation. Six languages of the same creative should not be six briefs.
- Catalogue coverage. Every SKU deserves at least one honest ad.
Keep these human
- The claim. What you promise is a business decision, not an output.
- The decision to kill something. Automation is bad at admitting an idea did not land.
- The brand rules, what you never say, never show, never joke about.
The test for any tool
Ask it for ten creatives for one product. If you can describe all ten with a single sentence, the tool is producing variations, not ideas. Variations are useful, but a system that only varies runs out of road in a month.
Automate the production, never the thinking. The thinking is the only part your competitor cannot buy.