The New Creative Physics

Can you believe it? We made it. The very end of Creative Con 2025. What a ride.

I'll be honest, it almost brings a tear to my eye. We've spent our short time together diving deep into the future of ads, the future of creative, and now here we are closing out one hell of an event. But don't get too emotional just yet because we have one last talk to wrap it all up in style. But before we go there, I've got to give some massive shoutouts.

First to our incredible sponsors, Marpipe, Proxima, and Replo. We are incredibly grateful for their support as such an event just wouldn't exist without them. So, please throw some love in the chat and make some noise for our partners. Next, a huge thank you to the Creative Con team and all our incredible speakers.

You all crushed it. And finally, to you, the marketers, the founders, the agencies, the creatives who showed up and helped make this event electric. You didn't just attend Creative Con, you were Creative Con. Oh.

Mhm. Mhm. Mhm. Okay.

Mhm. So, I've just got word we have actually done too good a job and I am now contractually obligated to run it back again next year. So, I guess we'll be seeing each other for Creative Con 2026. All right, ladies and gentlemen, it is time.

Our final talk of the event from my good friend, the man with the creative magic, the wizard of the vibes, Chase Meni. Now, he's sworn himself to secrecy and he's refused to reveal a single detail about his talk. So, I actually have no idea what's about to happen next, but knowing Chase, it's going to be big and it's going to be audacious. So, let's send this thing off the right way.

Creative Con 2025. Make some noise one last time for Chase Meni as he reveals the future of Creative OS. Let's go. All right.

I don't know about you, but I've had an incredible day listening to all of these amazing speakers. I am so so grateful that you have joined me at this last bit to talk about creative OS and what I really think is the future of creativity and how we want to take a part in helping you define how that will help your brand. So um you've learned about retention AI creative strategy landing page and CRO strategy as it pertains to creative. How do you how do you take that and move that into the next uh into the next phase?

If you don't know this already, I am Chase Moseni. I am the CEO of Creative OS and all day I think about how to make your process easier so that you can get creativity which then leads to clarity which then leads to flow. That all comes from streamlining your process. So we're going to talk about how some of the changes with Andromeda have um left us with things that we need to think about that may be stuff that we already knew but how we can actually take that to the next uh to the next level and the tools that you can use to do that.

Um, and so let's uh let's dive into it. What I'm liking to call the new creative physics. So, everyone has been talking about Andromeda, but there's just uh that's just 1/4 of what Meta has actually rolled out. Meta completely rebuilt its ad uh infrastructure and there are four massive updates.

There's GM or GEM, whatever you want to call it, which predicts what people want before they do. Really important. Um, and they have a bunch of signals. I'm going to show you a visual after this that gives you a more detailed signal around that.

But really, you just have to understand that they understand what people want before they do. Lattice, which connects every touch point in the customer journey. This is 20 years in the making around their entire um platform ecosystem. And so they now know what they do and they know how everything connects across their ecosystem of uh of platforms.

Um they have Andromeda, which is a thousand 10,000 times, excuse me, smarter than um than the ranking uh ecosystem and engine that they had before. And it decides which creative wins in real time based on again lattice and gem which we talked about. And then it has sequence learning. Um this is what gives meta its memory.

It understand what someone's likely to buy next based on all of the things that they have from its ad infrastructure and everything that they've learned about us over time. Essentially imagine that is a system of record that is taking every single one of the things that we have done over time and putting it together. So in short, MetaG built the smartest ad brain pretty much in history. um there's one thing that it still doesn't understand which is creative intent.

So I'm going to talk to you about that but first I want to just show you what um how Meta is visualizing this right now. So you can see how they're ranking ads, the event representations and this is directly from um the the recent uh paper that they put out about these changes uh the sequential event understanding and then the events and all of these things move together to build what we're calling colloquially as Andromeda um to give you a great outcome for your business. Let me see how does this work directly. Uh the new advantages for me aren't about media buying, it's about creative readiness.

Media buying still matters. the person who uh is there. There are incredibly intelligent people who are on this call who have done this. What I would do is I would try to invert that and say, "Look, you know the things you need to do with media buying.

You're going to watch the pacing and everything you need to do to scale those ads, but you need to have creative readiness to either match the demand of your customers and or find new demand that you need to create." And so, right now, um Meta has done an a massive update to their system or it's been rolling out o over time. And so now it's a it's a AI ad driven ecosystem. Um auto optimized placements, sequential learning, real-time feedback that's happening to really drive that system. But most brands are still creating like it's 2019.

And I'm I know you're going to say Chase the AI ad movement generation. Every single person who is selling you something uh I'm selling you something has a has a horse in the race. So they're going to say come look at my AI system of creating ads. What I have understood is there is there is opportunity for those to work.

There is also a lot of slop out there. There's also not a lot of differentiation happening. And so differentiation is um is the key to all of this. There is a quote that I like that I I'm actually going to pull up in real time because I want to um share it with you.

Um differentiation is usually a reason to invent. Uh this is something that uh that's uh that um that Jeff Bezos said internally um to his uh to his team at Amazon while they were inventing all the new technology and and backend systems that help power what we do today. And so I believe the same thing with creative. You're trying to differentiate which means you have to invent new ways to reach your customer.

And that takes systems where you can both dictate your outcomes and then make sure that you know that you can uh you can um you can uh optimize from there. And so, um, a lot of these AI systems, what they're, uh, what they do if they're AI native first instead of, uh, customer native first is they don't allow you to actually, um, run, uh, the system that you want. So now you're going to have AI tools plus the other 10 disperate tools that you have. It's going to take you hours because you're iterating on them.

or if it doesn't take you those hours to create those assets, you're going to then have stuff that is uh either AI slop, not differentiated enough, and um pushing uh good money against bad, if you will, and you don't really have a feedback loop that's happening with those things. So, uh let's talk about how this actually works in practice, and we're going to go into what you can do. Um Meta's AI is moving in milliseconds. Most teams are still moving in slow motion.

So, um, if this is you, you can raise your hand digitally. You can tell me in the chat. I'm happy to hear about that. What I want you to understand though is there's a new opportunity.

You can do something really magical with this. You don't have to worry about uh the fact that you are slower than others. There are new opportunities to win here. But remember, we are not trying to keep up with our competitors.

We are trying to keep up with the algorithms and the engines that are never sleeping that are dealing with our customers. And that doesn't mean uh that doesn't mean that you create something that is not valuable. That means that you have to build a a a uh operating system for yourself or a system for yourself that allows you to do these things um at speed with uh time quality uh low amount of time, high amount of quality uh and uh and huge impact. Uh you can't outbid Meta AI and so this is something that I think everyone is going to try to do.

They're going to find workarounds and you're going to get a lot of threads about the workarounds. Um, but you can't outcreate everybody else. And I don't mean outreate by volume. I mean outcreate by quality and velocity to market, right?

Um, and and velocity to market. These are the main things that are really important here. Obviously, the variety um and differentiation that I talked about is going to be super important here. Um, creative is now the control layer.

Again, this has been people been talking about um creative is targeting. It's been it's been kind of something that is almost burned into our mind so that we don't actually pay attention. But I want you to pay attention. Creativity is the single biggest lever you have because it is the routing function.

So if if meta has all of these signals around what people like, what they're trying to do is say, "Hey look, we have now uh read these 15 things that people have interacted with your brand and the signals around your brand connect to them." It's not a it's not a hard thing and bridged to cross. The thing is um you don't know how each person's essentially social graph has been created and how it's going to layer in with the creative graph that you're creating with the ads that you have and the responses that are coming out of Meta's engine around your creativity. So you always have to sometimes pattern interrupt that so that you can have a great outcome with your customers and find net new markets. Speed really does win.

And um like there's a saying we have internally at at Creative OS which is slow is smooth and smooth is fast. So, I am not saying that you should hurry through your creative process, but you should be quick about it and you should have the ability to to iterate very quickly when you find something that wins. Iterate on some net new creatives that are really valuable and um and be able to keep up and or feed Meta's learning loop. Quality really does matter, right?

The system meta system really does reward creative that is high quality that will drive longer longer um watch times and or time on platform and that will they will give that to you in performance. Um it's not meant to just exist again slop in slop out. It it is not a this is not a novel concept but it bears repeating. Um and then you really can control your outcomes um by controlling your creative.

And again, these are all uh my my interpretations based off of speaking to people at Meta, watching the outcomes, working with a bunch of different brands that work with us at Creative OS. Your creativity is your moat, right? Creativity is your moat. And this is why it's it sounds funny, but it it is the new physics, which is um you can sit and try to outmath the situation.

You can sit and try to out volume the situation, but really your creative and your invention and the way that you put creative and math together to invent something, that's where the physics of it comes in. And that's how you can control your outcomes. So, I've done this. I'm going to share some new things uh that we're working on.

Then, I'm going to give you a little demo of some stuff that might just help. So um we want you to create high performing ads that are built for meta new world. So uh if you are a creative OS customer or have been in the past, I'm sure many of you have, um we have created everything historically for Canva and for Figma. So we have been working for the last nine months, essentially all year on giving you an editing experience that um is worthy of you.

And I'm going to demo it a little bit right now, but essentially we have done this um we have built something that can help you along the way with essentially hitting that triangle of time, money, quality. So reasonable uh uh cost against value, incredible time to value. So you're going to be able to create an ad that is shippable and will work and is incredible for you in five minutes or less. And um the quality is incredibly high.

We have handmade all of these things and tested them. Uh we have um run it through our own AI analysis tools that we have built again handbuilt internally. Um and so uh you're going to have handcrafted templates. They're made by top designers.

Um you're going to have AI tools to help you adapt fast. These are some of our analyzers that I'll also show you. Um you're going to have ready to launch assets. So you're not going to have friction um and no chaos.

you're going to be able to find things, do things, build exactly what you want to see in the world rather than having to have the pain of the blank page. And uh again, my saying, instead of uh starting on the 50 yard line or the 20 yard line, you're starting on the go line. You're actually ready to go. We have done essentially most of the hard work here.

Now, you get to just layer in your creativity rather than having to figure out what to actually build. So, um, without further ado, I am going to, uh, I'm going to share, um, what we've been building over at, uh, over at Creative OS. So, uh, welcome to our editor. So, um, you're going to see, um, some familiar things.

What I'm going to do is I'm going to open up our templates, and I'm going to open up one. I'll add it as a new design. and you're going to see two different ways that you're going to be able to edit. Um we have page view and then we have board view where you're going to be able to interact with them uh differently.

So um if you want to increase the size of said uh said area so that it uh that is different you were able to do it there. um uh simultaneously you'll be able to move it back to page view and that will have changed and again you'll have all of the different optionality that you're going to need anywhere to create with this. So um text im stock imagery icons and again these stock imagery is a million a million images deep. These there's 200,000 icons in here.

Um backgrounds you can create your own. We've also created a few different ones for you. frames similarly. And then my favorite part of all of this is the way that you can deal with layers.

Um, having dealt with Figma for quite a long time, what we did is we tried to build the most intuitive way to be able to move through um to be able to move um through this. One other big one um that I have uh that I have experienced in my uh in my time uh building uh creative for people is there's a lot of ways that you're thinking about it. So when you want to share stuff whether you're in a presentation or not, you're able to write your creative notes and let's just say hello creative con um and you're trying to keep your notes in line with you while you're doing your presentation. So this is one little thing that we uh that we created here that I think is um is pretty special.

You're going to be able to open up your notes in real time and see them and see them there. Um and when you want to share a specific one, you'll just select that specific asset. So, um, from there, we'll go back to the editor. From there, um, you'll be able to export in any style that you want.

Um, you can also resize in any of the different, uh, uh, the different uh, ways that you want. And this is only the beginning of what we have planned for the editor to be able to deliver you value, but you don't have to leave platform or sign up for different sign up for different tools anymore to be able to receive the value of Creative OS. Obviously, there are other places you can do this. We believe this is the most seamless way to build your creative workflow.

Um, and I'm going to show you a couple other things that we have um, working over here on the platform. So, obviously you have all of your uh, your deep library of templates. Um, and within the creative toolkit, what you're going to find is our copy grader, ad test calculator. Uh you also have our funnel congruence calculator where you're going to be able to build um you're going to be able to figure out how your um ads and landing pages or emails and landing pages are synced so that you build the most um the most relevant uh creative to hit that landing page.

Same thing with our um our analyzer here. So uh I can do one of these in real time from a piece of inspiration. Let's see. Let's go beard brand.

So, as you can see, um we have an ad that has uh quite a bit of uh of strengths, but also some things that it could uh that we could work through. And you have all of the different um areas at which it created uh that score. Um we found that this to be really incredible when you're about to go and create ads with a template and or when you have created set asset to be able to get some some real-time feedback without having to go to your team or burn any time doing it. So, um I'm really really excited about um about the future of Creative OS, about what you're able to create.

Um if there is something else you want to do or you're using different tools, please reach out to me. Um my email is chase@creative.com. You'll see my number on the next uh on the final slide. Um and I'm here to help you whether you're working with us or you have any other questions about creativity.

Um we believe in the power of community. We believe that creativity is um is the highest form of self-expression um in this world and we want to be a part of that whether it is through you know friendship and community or as a customer. So um thank you again so so much um and um really excited to see what you create. Thank you so much.

Have a good one. Thank you for being here with us this entire time and we'll see you at the next Creative Con.