Future Proof How do you leverage AI for a full picture of creative effectiveness?
Oct 15, 2025
Anastasia Leng, formerly of Google and now the founder of Creative X, teams up with Duncan Southgate, Kantar’s Global Creative and Media Lead. They delve into how AI is revolutionizing the measurement of creative effectiveness. Anastasia reveals her journey in building a platform that links creative features to business impact. They discuss the rapid growth of GenAI, the creator economy, and the importance of integrating insights for smarter marketing decisions. Tune in to uncover the future of creative and media synergy in an AI-driven landscape.
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Startup Saved By Creative Analysis
- Anastasia built internal creative-analysis tools to save her failing e‑commerce startup after leaving Google.
- Those tools evolved into CreativeX, driven by a practical need to understand which visuals drive sales.
Creative As A Big Data Problem
- Brands now produce thousands of creative permutations from a single brief, creating a big-data problem.
- CreativeX uses AI to map what brands say across ads and tie those signals to effectiveness and sales.
Feed AI Signals Into Early Creation
- Use AI signals earlier in the creative process, not only for post‑production testing.
- Close the loop faster by feeding those signals into GenAI optimizations during executional stages.