UGC vs AI UGC: practical results

In this episode, I sat down with Jamie Kritharis, the founder and CEO of Defiant Digital, one of Australia’s fastest-growing performance creative agencies. Jamie isn’t just another marketer, he’s helped scale eCommerce brands to 7 and 8 figures, spent over $11 million on ads, and even had a private meeting with Meta to learn about changes no one else had access to. He’s built an agency that creates viral ads, trains top brands, and just moved into a massive content studio that looks more like a Hollywood set than a business HQ.

He shares the inside story behind the Andromeda update that’s flipping Facebook ads on their head, and breaks down why “creative diversity” is now the most important thing for brands who want to scale. Forget everything you thought you knew about paid ads, Jamie explains how Meta’s algorithm works now, why it favors different backdrops, tones, and creators, and how your old content strategy is probably costing you money.

We also talk about his new content warehouse, how to build a team that wins, and why volume doesn’t matter - but diversity does. This is a deep dive into what’s really working in marketing right now, backed by data, real client results, and stories from the trenches. If you run a brand, create content, or just want to grow online, this episode is a masterclass you won’t want to miss.

In this episode:

• How Jamie turned Defiant Digital into one of Australia’s fastest-growing creative performance agencies – by ignoring old rules and building his own.
• The private meeting with Meta and what Jamie learned before the Andromeda update flipped the ad industry on its head.
• The truth about Facebook Ads in 2025 – and why doing more of the same content is quietly killing your brand.
• Why creative diversity is now the only way to scale – and how to actually create it without spending a fortune.
• Jamie’s $11 million ad spend experiment and the surprising results that changed how his entire agency runs campaigns.
• How different sets, faces, and tones in your content now equal better targeting than any audience setting ever could.
• The studio build that became a content powerhouse – and how Jamie turned a warehouse into a creative machine.
• The mental side of scaling an agency – and how Jamie handles pressure, pace, and pivoting when things don’t go to plan.
• Why volume ≠ results anymore – and how most brands are getting it wrong by focusing on quantity over difference.
• His journey from founder to mentor – and how selling his eCom brand helped him build something even bigger.

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