In this episode, we break down what’s actually driving Meta performance right now and why the brands scaling in 2026 aren’t chasing more creative, but building smarter systems around personas and AI.
We go deep into how top-performing accounts are reusing existing assets, structuring creative by persona, and using AI to unlock speed, diversity, and incremental reach... without burning teams out or inflating creative costs.
We also cover what’s next for high-production creative, why emotional authenticity still beats AI in key moments, and how founders and teams should be thinking about context, not prompts, as AI becomes embedded in everyday work.
If you’re a founder, head of growth, or creative leader trying to scale Meta in a world where targeting is gone and AI is everywhere, this episode will reset how you think about creative strategy.
Deep research AI guide here: https://kylepoyar.substack.com/p/deep-research-for-gtm?r=10j51v&utm_medium=ios&triedRedirect=true
From the team behind Soar With Us and Hambi Media: http://www.soarwithus.co/
🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0rls0q0
00:00 Intro
01:15 Creative formats we're using right now
11:20 Next evolution of AI generated content
15:30 Creative testing strategy (ABO vs. CBO vs. ASC)
17:40 Criteria for deeming a scalable ad
19:40 ASC by persona scaling campaigns
22:40 The "Bidcap Graveyard" hack
24:20 Exclusions in ad setup
25:50 Intentional persona mapping
30:50 Post-purchase surveys for purchase triggers
34:10 AI-powered customer interviews
35:20 Do not turn off winning ads
36:50 Importance of AI experimentation
39:00 Claude Skills and Co-worker
42:15 Context engineering over prompt engineering
44:20 Building a Claude Skill for script writing
51:45 The rise of vibe coding
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