Essay · 0052026-08-04
Muse Image, Advantage+, and the Value of Advertiser Data
Eric Seufert on why Meta’s direct integration of Muse Image into Advantage+ matters: domain-specific performance data, not just fine-tuning.
Journal
Blog
Essays on brand context, AI creative systems, and the future of advertising inputs.
Essay · 0042026-07-22
Winning Assets vs. Contextual Fit
Why today’s winning asset is often yesterday’s contextual fit, and what generative systems need beyond brand guidelines.
Essay · 0022026-06-25
World Models and the Missing Input Layer
As generative video becomes real-time and context-conditioned, the question for advertisers changes from 'can we generate a good ad?' to 'what should the system know before it starts generating?'
Essay · 0012026-06-18
The Need for Context
Why a prompt is too thin a container for brand strategy, and what a Context Catalog gives generative creative systems.
Essay · 0032026-06-16
Cannes Lions, AI Awards, and the End of the Finished Asset
Cannes Lions is moving upstream from finished work. In a world of dynamic, context-conditioned creative, the story is no longer the endpoint.