Founded just last year in Transylvania, Creatopy is the ad design platform looking to reduce the time spent on repetitive processes. The platform generates a one-of-a-kind creative experience based on automation, allowing every business to scale up ad production and delivery.
With a vast experience in the SaaS market of more than 13 years, Creatopy is a game-changing B2B solution in the advertising industry. Here, Alejandro Diaz, Chief AI Officer tells us more…
Can you tell me about Creatopy and your role there?
Creatopy is an ad design platform that enables creatives to scale ideas quickly through tools using AI to adapt visuals across ad formats.
My role within the company is a new one: Chief AI Officer. My background is in computing: for my PhD in material science, I worked on a huge supercomputer calculating physical and chemical properties from quantum mechanics, then using data science to extract scientific insights to go beyond the technical limitations. I carried on working on scientific computing, data science and machine learning, until I met the CEO of Creatopy, Gabriel Ciordas, by chance—serendipity, as in any good discovery.
Gabriel explained to me that Creatopy was an automation platform. Andrew Ng said that AI is automation on steroids, and that’s what he wanted next for the company. Businesses can use AI in so many ways—it can be used to define and work on specific problems. It can also be used in a transformative way—it’s Creatopy’s view that we want a truly transformational product for our customers.
My role is across the organisation—I work with every single department to understand how AI can help us in two ways. Firstly, to improve the day to day lives of our customers—making their jobs easier as they try to find time to think creatively rather than complete mundane tasks. Secondly, to improve our internal operations.
How does Creatopy utilise AI within its operations?
AI is a tool that helps people do things faster. Our customer, therefore, is always our compass: we use AI to help them do mundane tasks quickly, and we use AI to improve our service to them, our new business outreach and our conversion.
Not only is AI part of our product offering, but we also use it ourselves to understand our customers better, and improve internal operations - from optimising our emails to improving job candidate selection to predicting and improving customer conversion and retention.
How do you think AI and automation can transform the way people produce and design ads?
Today, many businesses depend on executing repetitive tasks from collecting data to quality inspection to actually manufacturing the exact same thing over and over. It’s enough to make anyone hate their job if they do the same thing day after day. The tasks become boring. The same is true for any creative yet repetitive task—like adapting creative across ad formats.
AI is created to remove boring and repetitive tasks—to do the menial work. As such, AI is an enabler of truly radical, creative thinking. Freed of the need to do dull work, people have time and energy to think creatively, solve problems and come up with new ways of thinking.
This goes beyond the creative and into delivery: segmentation is critical for personalised experiences, but segmenting is difficult and can be boring if you have to do it every quarter, month or week. And in today’s fast-changing consumer landscape you need to do it very often to keep up with what the consumer wants and needs. Again, AI solves that problem easily for advertisers, making room for truly personalised and interesting creativity.
What benefits can come out of combining analytical thinking with creative processes?
Organisations are created from the inside out, but a business is always transformed from the outside in. If you want to give the customer what they want and create a world for them, the business needs to adapt.
Analytical thinking can be that influence: it can tell you where the outside world is and what it wants, and what the rest of your competitors are doing. Creative thinking is then how you serve those needs and differentiate from the pack.
What can we expect from Creatopy and its use of AI-enabled technology in the future?
Everyone at Creatopy always wants to do more and to do it better. Our ambition is to be the biggest ad design tool in the world.
We want to empower creativity, create value, and help businesses realise that we are just at the tip of the iceberg in terms of what AI can do to help us day today.
However, I don’t do roadmaps. If you want to be a leader, you have to move to the frontier. Plans and roadmaps mean you are following something—a competitor, usually. That inherently means you are behind. Using our customer as a compass, we want to create a new word for graphic designers.