How AI Is Transforming User Acquisition

AI is rapidly changing user acquisition (UA), not just by speeding up creative production but by expanding how campaigns themselves can be managed. Host Devin Becker is joined by Amit Carmi, co-founder and CEO of Sett, to explore how AI is being used to combat creative fatigue, generate video and playable ads, and increasingly automate parts of the UA workflow. Amit breaks down where AI creative works well today and where it still falls short. The conversation also tackles the risks of increasingly homogenous or misleading ads, how platform-owned AI tools from Meta, Google, and AppLovin affect third-party providers, and whether creative teams are being replaced or simply evolving. Finally, Amit explains Sett’s move from data-driven creative generation into UA management agents and shares his view on what AI-driven UA could look like over the next few years.

Big thanks to Heroic Labs for making this episode possible. When MADFINGER expanded from mobile to PC they used Heroic Labs to build a preview mode with full progress carryover. Read how the work led to increases in every core KPI from CCU to DAU/MAU, retention and session length, at launch: https://heroiclabs.com/blog/madfinger-spearhead-case-study/?_gl=1*8j79a3*_up*MQ..*_ga*MjA4MDI3MTc4OS4xNzg1MjI0MDk5*_ga_R9WLGSZ1KN*czE3ODUyMjQwOTkkbzEkZzEkdDE3ODUyMjUxMjIkajU3JGwwJGgw

We’d also like to thank Medal.tv for making this episode possible. If you're a PC gamer and want to clip your moments or a studio, publisher, or marketer looking to reach a high-quality gaming audience and get your game in front of the right players, check out all Medal has to offer at https://grow.medal.tv

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Sound design by Gavin Mc Cabe.