In June, CDP Hightouch funded a one-day Times Square activation showing off ads its clients had built with Ad Studio, its new creative development tool. Sweetgreen, Tripadvisor, and HelloFresh took the boards.
Ad Studio, one tool inside the agentic marketing suite Hightouch launched earlier this year, runs the creative process from asset generation through deployment across platforms. It does not touch budget allocation or media buys. To keep brand voice intact, it works from a brand’s own material — product catalogues, legal and compliance guidelines, previous ads — and pulls assets in through native integrations with ad channels and Figma.
The draw for HelloFresh was revision speed. Marketers prompt in natural language: make the copy punchier, aim it at a different audience, lead with product quality rather than a discounted price, said Hightouch co-CEO Tejas Manohar. Conor Feeney, HelloFresh’s U.S. head of marketing, described brands as “under pressure to produce significantly more creative than ever before” as attention spans shorten and fresh creative performs better. What HelloFresh is after, he said, is not just iterating more creative but “continuous experimentation” and testing.
Ad Studio does not “replace the creative thinkers on the team,” Feeney said. Manohar put the requirement in staffing terms: no coding or technical experience needed, but you need “a talented, creative person” who can articulate why something fits the brand’s messaging and “put that into words that AI can understand.” The Times Square spot drew on past ads and promotions, contrasting the cost of takeout against a home-cooked meal.
For now, it’s the only ad HelloFresh has made with the tool. The company says it plans to use it for future activations.
Read more at AdExchanger.