AI-Powered Growth: From Experiments to Systems

AI is changing how we run growth: creative variation, personalisation, and optimisation can now run at scale with less manual setup. The risk is treating AI as a black box and forgetting measurement and control.

We use AI to generate variants, suggest audiences, and prioritise experiments—but we keep humans in the loop for strategy, guardrails, and interpretation. The goal isn’t to replace growth teams; it’s to let them focus on what matters while the system handles repetition and scale.

Best practices: define clear success metrics before turning on AI-driven campaigns, keep a holdout or control so you can measure lift, and audit outputs for brand and compliance. AI growth works when it’s part of a disciplined funnel, not a substitute for it.

The next step is moving from “AI-assisted” to “AI-native” growth: pipelines that learn from every interaction and adapt in near real time. That’s where we’re building.