As generative AI lets every team produce dozens of creative variants a day, output is converging toward a bland visual middle ground. Phiture's Creative Director Stuart Miller explains why the teams that win won't be the ones producing the most, but the ones with the sharpest hypotheses, the most distinctive ideas, and the discipline to learn from every test.

What's the right method for increasing conversions on iOS 15 and its upcoming PPO features? Our CRO Loop is here to help.