Smartly Announces New Creative AI Solution, Generation on Feeds, Powering Creative at Scale

February 21, 2024

Leader in AI-powered creative and media solutions integrates Generative AI technology into its platform to unlock creative scale and performance for brands including Foot Locker and Emma Sleep 

(New York - February 21, 2024) Smartly, the AI-powered advertising technology company transforming ad experiences for brands and their consumers, announced the launch of Generation on Feeds. This in-platform generative AI feature marks a significant advancement in enhancing creative production for advertisers at scale. With early-stage results showcasing impressive customer outcomes. 

Generation on Feeds allows customers to generate creative at scale right on top of their existing campaign catalog on the platform. The technology can produce localized, personalized and enhanced creative variants at scale with AI assisting to remove background, generate new scenes and text, and reframe images.  When put all together, Smartly’s creative AI solution takes customers from idea to ad with intelligence.

“Today, creative is at the center of everything and AI serves as the ultimate co-pilot to enable marketers to focus on the big idea while powering engaging, brand-aligned creative at scale, that performs,” said Arto Tolonen, Chief Product Officer, AI Applications at Smartly. “Generation on Feeds is a significant stride in realizing our vision of taking customers from idea to ad with intelligence, achieving efficiency at every step of the creative workflow.”

In a bold move favoring innovation, Foot Locker partnered with Smartly, pioneering the use of Smartly’s creative AI solution to enhance their Dynamic Product Ads (DPA). With Generation on Feeds, Foot Locker reshot 10,000+ products in new scenes in minutes while maintaining complete control over the creative review. The result, double digit improvement against business outcomes including 32% uplift in clickthrough rate (CTR) and 28% lower cost-per-acquisition (CPA) with scene generation across their product catalog. Likewise, Emma - The Sleep Company, the world’s leading D2C sleep brand, saw strong lifts using background removal across their product catalog including 42% lower CPA and 125% increase in return-on-ad-spend (ROAS).

“One of our bigger challenges in the past years has been how to align the look and feel of our Dynamic Ads with the content we advertise in the upper funnel brand campaigns. Generative AI has been a game changer in that area, as it enables the personalization of the lower funnel creatives as well as providing a consistent creative approach across the full funnel. Generating thousands of images based on our product feed, has saved the team days of work, while still staying within our quality standards.” Nikolay Zelyamov, Manager Programmatic & Paid Social EMEA at Foot Locker.

Generation on Feeds is a product of the Smartly AI Lab. Started in 2023, the Lab sits at the intersection between artificial intelligence and digital advertising expertise, with the goal of empowering marketers with tools that simplify and enhance campaign management and creative scalability while also ensuring control, governance and compliance. 

About Smartly

Smartly is the AI-powered advertising technology company transforming ad experiences for brands and their consumers. Our comprehensive advertising platform seamlessly integrates the capabilities of media, creative, and intelligence to power more than 800 billion impressions and generate more than 300 billion creatives annually,  delivering tangible business outcomes for brands and advertisers. We are the only company managing creative and media for 700+ brands worldwide and $5B in ad spend across the largest media platforms, including Facebook, Google, Instagram, Pinterest, Snap, and TikTok. Our end-to-end technology, unmatched access to media platforms and exceptional customer service help Fortune 500 brands to reach and engage consumers and learn what performs best. Visit to learn more.


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