Creative Testing Beats Cheap Impressions in Social
I have covered platforms like this for more than seven years, and CTR climbed 33% while CPM rose only 9% — craft is the efficiency lever.
The useful question is not whether AI shows up in the stack. It already does. The question is who owns taste, safety, and measurement when the platform rewrites the asset.
- Define the conversion before you scale
- Separate brand safety from performance tests
- Compare incrementality, not vanity CTR
| Signal | Detail |
|---|---|
| Channel | Signal this month |
| ChatGPT Ads | Open access + conversion tools |
| Google Shopping | Budget share rebound |
| Paid social | Clicks up, CPC softer |
Pros
- Clearer conversion levers appearing
- Fresh inventory worth small tests
- Creative still decides efficiency
Cons
- Attribution remains murky
- Learning periods burn budget
- Default AI edits can dilute brand
Source: Skai. Numbers and product claims above come from that reporting; interpretation is mine.