Creative drives performance more than any other lever. Yet it’s the one thing brands still can’t properly measure. Caroline Hugonenc, VP Data and Insights at Teads, has spent 14 years watching that mismatch grow, and Gen AI is making it worse: more content gets produced every day, with no real way to judge whether any of it works.

What about slowing the content down, building the capability up. Teads is already data-driven on creative optimization; the next step is visual AI that assesses creative before a campaign launches, tracks it while it runs, and explains what worked once it’s over. Same tool, different job: AI stops being the problem and becomes the fix.