In this conversation, Kevin Lee sits down with Eric Frankel,
founder and CEO of AdGreetz and former Warner Bros executive, to explore how AI
and dynamic creative optimization (DCO) are reshaping the advertising landscape
for both major brands and small businesses.
Frankel begins by tracing his journey from a 30-year career
at Warner Bros to entrepreneurship. At Warner, he helped drive the transition
from linear TV to streaming, learning firsthand how painful but necessary
reinvention can be. That same “look around the corner” mindset led him to
identify a new problem: despite abundant data, most advertising was still
generic and irrelevant. After being retargeted with women’s clothing ads
following the purchase of a men’s suit, he realized how broken ad relevance truly
was.
AdGreetz was launched to solve that gap. Initially, the
company focused on large brands, replacing one-size-fits-all creative with
dynamic ads customized by factors such as gender, marital status, location,
weather, day of week, and even individual SKUs. The aim was to move from
generic branding to highly actionable, personalized messages—like telling
someone exactly where their nearest store is and what’s on offer.
Over more than a decade, AdGreetz created billions of ads
across hundreds of brands. But Frankel saw that small and medium-sized
businesses (SMBs), which fuel platforms like Meta, still lacked the tools and
budgets to participate in sophisticated creative at scale. With the rise of AI,
that is changing.
Today, AdGreetz’s platform uses around 50 AI models and
dozens of variants to generate video, static, rich media, carousels, and
influencer-style spots from something as simple as a URL. Large agencies can
use it for bespoke, frame-by-frame control while significantly reducing time
and cost. SMB platforms can integrate it to automatically generate quality
creative for thousands of local advertisers—the barber shop, bakery, or
franchisee who could never have produced TV-quality ads before.
Lee and Frankel also dig into ad burnout and frequency fatigue. When brands pour big budgets into a single hero spot, they often run it so frequently that audiences begin to resent both the ad and the brand. AI-driven DCO enables a different approach: constantly refreshed, relevant variations that reduce burnout and improve engagement.