How AI is Changing Creative Production – and Why Load Time Still Matters

AI is Accelerating Creative Production and Ideation – But Delivery Still Crucial for Performance

 

AI is reshaping how marketers build campaigns. The transformation is accelerating: 65% of organizations now regularly deploy generative AI, representing a dramatic surge from just ten months ago according to McKinsey.At SeenThis, we embrace this shift, using AI to help clients generate personalized ad variations, streamline production, and optimize creative ouput in real time. It’s a powerful tool for scaling creativity.

 

But there’s one problem: no matter how great the creative is, it still has to be delivered to the audience. And that’s a bottleneck most people aren’t even aware of.

 

AI-built Creatives Still Depends on Delivery

 

Even the most creative ads won’t make an impact if it loads too slowly or fails to render properly and lacks quality. The numbers don’t lie: over half (53%) of mobile visitors will leave a page if it takes more than 3 seconds to load, and Amazon found that every 100ms in added page load time cost them 1% in sales.

Load time remains one of the biggest – and most overlooked – drivers of ad performance. Without fast delivery, even the smartest content gets ignored.

 

This is the Gap

 

The urgency is real. In retail, for every one second delay in page load time, conversions can fall by up to 20 percent, and the average page visit duration is less than 1 minute, with visitors often leaving a page after just 10-20 seconds. While AI focuses on optimizing what the ad presents, the infrastructure determines whether it’s ever seen.

Traditional delivery technologies aren’t built to support high-quality creative at scale, especially in dynamic environments where every second counts. This disconnect can cost advertisers the moment of attention entirely and the value of an ad impression is lost.

 

Creative Delivery Technology Meets AI-Powered Creative

 

At SeenThis, we combine AI-enhanced creative tools with our unique creative delivery technology to unlock stronger results:

High-quality visuals are streamed instantly, even on slower connections
content are streamed rather than downloaded, improving user experience and ad performance

 

It’s Not Just AI. It’s People.

 

Algorithms are powerful, but partnerships drive results. Behind every SeenThis campaign is a team working closely with our clients to do recommendations, interpret data, and guide performance optimization. Real humans, with support of platforms.

 

At SeenThis, clients don’t just get an algorithm, they get a team. Someone to ask questions, interpret results, and help optimize based on desired outcomes.