The Future of Creative: How Pennock is Leveraging AI to Build Smarter, More Resonant Ads
A New Era of Ad Creative Starts With Research — and AI
For years, performance marketers have focused on testing headlines, hooks, and offers. But as platforms become less reliant on granular targeting and more dependent on creative to drive results, it's clear: bad ads are often rooted in bad research.
At Pennock, we’ve been diving deep into how we can level up our creative approach — not just by producing more content, but by making smarter, more relevant content. That means tapping into how people actually talk about their problems, what they feel, and what language resonates with them emotionally. And now, AI is helping us scale that process in ways never before possible.
What We’re Learning: Creative Strategy Is an AI Playground
We recently participated in a webinar hosted by Motion that focused on AI-enhanced creative workflows — and it gave us a powerful blueprint for the future. Here are some of the key shifts we’re embracing:
Creative-First Targeting: With Meta and other platforms favoring broad targeting, creative now does the heavy lifting. Getting it right means starting with better insights.
Real Voice of Customer Data: Using AI tools to mine Reddit threads, customer reviews, comment sections, and support tickets helps uncover the exact words people use when talking about your brand or problem.
The Rise of the Prompt Engineer: We’re upskilling our strategists to become Creative Strategist Prompt Engineers — pros who know how to ask the right questions, guide AI tools, and extract better ideas, faster.
Repeatable AI Workflows: From chat-based deep research to headline mining and ad format generation, we’re building AI systems to drive new creative angles, not just one-off experiments.
Tools We’re Adopting
Some of the most exciting tools and tactics we’re integrating into our creative workflows include:
ChatGPT Deep Research Workflows
Reddit Answers: Uncovering emotionally rich consumer language
Facebook Comment & Ad Library Scrapers
Gumloop: Competitor creative benchmarking
Prompt Libraries + Slack Channels: Internal knowledge-sharing for ongoing experimentation
What’s Next for Pennock?
We’re just getting started — but our direction is clear.
At Pennock, we’re beginning to weave AI into the way we think, create, and collaborate. This isn’t about replacing creativity; it’s about supercharging it with tools that help us better understand what people really care about — and how they talk about it.
In the coming months, we’ll be:
Exploring new AI tools to help us uncover deeper insights about your customers
Training our team to become even stronger creative thinkers — and even better at working with AI
Building systems that make it easier to test, learn, and evolve creative strategies quickly
Collaborating with our clients to bring these innovations into live campaigns
Our goal? To stay curious, move fast, and keep pushing the boundaries of what great creative can do — together.
Want to Be Part of the Future of Creative?
Whether you're looking for smarter media spend or craving more authentic messaging, we’d love to talk about how we can integrate AI-powered creative into your strategy.
Let’s make work that resonates more deeply — and performs better.
👉 Contact Us to learn more about AI creative strategy at Pennock.