You will Become the CEO of UA
TL;DR: The Hitchhiker's Guide to UA - Episode 2
Amit Carmi and Yoni Blumenfeld continue their discussion, diving deep into whether AI can truly create exciting, entertaining content that resonates with users, or if it's destined to produce templated, uninspiring creatives.
Key Takeaways:
• AI's new challenge: Entertainment - AI has never been tasked with creating excitement or fun. It's always been about data optimization and clustering, not entertainment
• The world modeling problem - For AI to create compelling creatives, it needs deep understanding of the world and humans - an open research challenge
• Too many features to crack - A creative has countless data points and nuances. How do you teach AI to create something truly unique rather than just reskinned templates?
• The "shticks" matter - Game developers spend most of their time on the fine details, the perfect crispy execution. When something isn't perfect, people immediately blame AI
• Everyone has slot machines - In a world where all games have similar mechanics (slot machines, match-3, etc.), uniqueness comes from subtle innovations that AI might miss
• The interestingness problem - LLMs may have an internal understanding of what's "interesting" from training on internet data, but can they discriminate between what's truly exciting versus mediocre?
• Same context, different outcomes - While AI can optimize targeting with the same data as humans, creating excitement requires a more sophisticated understanding than machine learning algorithms currently offer
• The perception issue - When creatives underperform, the industry default is to blame AI - even when AI wasn't involved in the creation
• The ultimate question - Will AI-generated content excite users the same way human-created content does? Can it capture those specific, unique moments that make games like UFC 5 compelling?
Watch the full episode to explore whether AI can truly understand and create the excitement that drives successful user acquisition, or if human creativity will remain irreplaceable in gaming marketing.
