UA and Creatives in the Era of AI and Finding Winner Creatives

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Unpredictable Hits

Sett

3 episodes

4 hours ago

What happens when AI collides with mobile gaming? This is Unpredictable Hits, a series of sharp, fun, and brutally honest conversations with the people shaping what’s next. We’re here to find out what’s actually happening and where it's all headed, straight from the source. Each episode, Amit, Co-Founder & CEO of Sett, teams up with brilliant guests to talk shop and ask the hard questions. Join us as we explore the weird, the brilliant, and the broken sides of AI in gaming and try to make sense of it all.

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UA and Creatives in the Era of AI and Finding Winner Creatives

Unpredictable Hits

48 minutes 53 seconds

1 day ago

UA and Creatives in the Era of AI and Finding Winner Creatives

Unpredictable Hits is a series of sharp, fun, and brutally honest conversations with the people shaping the future of mobile gaming in the era of AI.

In this episode, we sit down with Zeynep Tasoz Cataner, Senior Marketing Creative Director at Zynga, to talk about the tension between speed, data, and authenticity in mobile gaming. She shares what it takes to build creative teams that move fast without losing their edge, and why AI won’t replace artists, but will raise the bar for them.

We dive into:

(00:00) Intro
(01:31) From Brand Entrepreneur to Zynga’s Creative Lead
(05:00) The Crisis of Authenticity in an AI World
(07:50) Balancing Scale, Authenticity, and Retention with Authentic Ads
(15:38) The "Deconstruction" Method: How to Find Your Next Hero Creative
(28:22) The Secret to Ending UA vs. Creative Team Tension
(31:36) What is a "Data-Driven Artist"?
(39:38) Launching New Games: Creative Strategy for Soft Launch
(45:10) Advice for Creative Leaders and Entrepreneurs

Check other episodes: https://www.sett.ai/podcast

LinkedIn: https://www.linkedin.com/company/sett-ai/