Creative strategy is evolving, fast. And Alex Cooper is one of the sharpest minds pushing the industry forward.
In this episode, we dig into the intersection of AI and creativity: how brands can scale content that actually converts, why performance-first storytelling matters now more than ever, and what the strategist’s role really looks like in 2025.
Alex shares:
- How AI is changing the business model of creative agencies
- How AI is already reshaping the creative strategists role
- What it takes to scale content in 2025 with AI
- Why Alex believes "briefing will be the most valuable skill in the next 12 months"
- Why agencies that don’t build internal IP will lose to ones that do
- And why the next wave of winning agencies will look nothing like the old ones
Whether you're deep in the weeds of performance creative or rethinking your workflow post-ChatGPT, this conversation is a roadmap for the next chapter of creative strategy.
0:00 Who is Alex Cooper? His positioning in AI + creative strategy
3:12 Meta + TikTok creative formats working now
8:00 Why video gen is worth investing in + use cases
14:45 Ugly ads with AI
19:15 Longform ads
20:30 Unaware + problem aware ads
27:07 Why best practices often don’t apply
29:17 Other timeless tactics
32:15 Formats that are declining
35:00 High prod vs low prod
37:20 Why many creative problems are research problems
43:00 Training creative strategy teams + internal ops
47:00 Studying the TikTok organic feed
48:45 Incentivise framework for teams
50:35 Hardest skill to train for creative strategists
57:20 Alex’s favourite AI use cases
1:04:45 Tools to enhance workflow
1:08:00 The role of creative strategists in 12-24 months
1:10:25 AI creative vs authenticity
1:13:20 The future of creative agencies
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