Andromeda's 70% different rule

Braydon explains why Meta buckets similar ads and why creatives must be ~70% different to avoid being grouped.

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Braydon Germain from Pilothouse is back, and we go straight into the most practical question in DTC right now: how do you use AI to create more winning ads and systems without torching brand trust or wasting time prompting? We talk AI “employees,” creative production in the Andromeda era, and why concept volume matters more than ever.

Role-Based Hook: For DTC founders + performance marketers scaling Meta spend while creative fatigue (and CAC) keep creeping up.

In this episode, we get tactical on:

“Clawbot/Maltbot” style AI agents that can operate a computer (and why security is the real bottleneck)
How to use AI for Black Friday creative that stops the scroll but doesn’t scream “fake”
Why Andromeda pushes you toward new concepts (not tiny headline/CTA tweaks)
How to set ChatGPT custom instructions so it stops being a yes-man and starts pressure-testing your ideas
Motion’s AI tagging + “chat with your ad data” workflows for faster creative strategy loops

Who this is for:

Media buyers, creative strategists, and founders who need more creative output, faster learnings, and fewer “we tested 30 ads and learned nothing” weeks.

What to steal (quick wins):

Use AI to generate weird-but-believable statics (organic-looking, scroll-stopping) instead of obvious AI art
Build a “mentor mode” prompt profile that actively calls out weak angles before you waste spend
Audit your account for creative diversity and gaps (formats, audiences, hooks) before you brief your next batch

Timestamps

0:00 Using AI in ads without looking obviously AI

2:00 Malt Bot and autonomous AI that can run a computer

4:05 Bot social network drama and why “scary AI posts” go viral

6:10 Black Friday AI creative workflow with Photoshop and subtle edits

8:20 AI video trick: first frame + last frame for organic-looking shots

10:20 Static ad creator tools for fast concept volume

12:30 Andromeda creative testing: the 70% different rule and bucketing

14:45 Custom instructions to make ChatGPT less of a people pleaser

17:05 Building an AI-assisted newsletter system with Claude and podcast “brains”

19:15 Staying plugged into AI communities and new ecommerce tools

21:25 Motion app AI tagging and creative analysis for Meta ads