UA and Creatives in the Era of AI and Finding Winners with Zynga's Creative Director, Zeynep

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the era of AI.

In this episode, we sit down with Zeynep Tasoz Cataner, Senior Marketing Creative Director at Zynga, to talk about the tension between speed, data, and authenticity in mobile gaming. She shares what it takes to build creative teams that move fast without losing their edge, and why AI won’t replace artists, but will raise the bar for them.

We dive into:

• (00:00) Intro

• (01:31) From Brand Entrepreneur to Zynga’s Creative Lead

• (05:00) The Crisis of Authenticity in an AI World

• (07:50) Balancing Scale, Authenticity, and Retention with Authentic Ads

• (15:38) The "Deconstruction" Method: How to Find Your Next Hero Creative

• (28:22) The Secret to Ending UA vs. Creative Team Tension

• (31:36) What is a "Data-Driven Artist"?

• (39:38) Launching New Games: Creative Strategy for Soft Launch

• (45:10) Advice for Creative Leaders and Entrepreneurs

Check other episodes: https://www.sett.ai/podcast

LinkedIn: https://www.linkedin.com/company/sett-ai/