Agency #67 - Decoding the Algorithm: Social Media in the AI Era | Jay Wright
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Apr 10, 2025 Jay Wright, founder of eCommerce Equation and eCommerce performance marketing leader. He explores Meta’s AI ad shift and how creative now acts as targeting. They discuss performance creative, sequencing and predictive ad flows, and when to lean into creator-led, native social content. Trends in avatar work and personalized, AI-driven ads are highlighted.
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From Invisible Grinder To Recognized Founder
- Jay describes long early grinding years building his agency with 16-hour days and little recognition.
- He contrasts that to later receiving disproportionate praise after his team succeeded and scaled the business.
Give The Algorithm Lots Of Creative
- Feed Meta as much diverse creative as possible because Andromeda will sort and personalize at scale.
- Prioritize both quality and volume of creative to unlock individualized ad matching for more users.
Human Creative Still Leads—for Now
- Most current AI-generated creative is still inferior to human content, but a tipping point is coming.
- Platforms (like Meta) will likely lead practical generative-ad tools, not niche pioneers.
