“It's never been so easy to just copy competitors You can literally see what ads they're running on Facebook ad library clone them with AI and push them live But I don't think that's going to work... I think that's going to lead to crazy concept fatigue and trend fatigue.”

Cloning Competitors' Ads With AI Will Cause Concept Fatigue — Original Strategy Wins

AI makes competitor cloning trivially easy — pick an ad from the Facebook Ad Library, replicate it with a video generation model, run it. Nathan argues this becomes a race to the bottom: when every app in a category runs the same cloned concept, the concept saturates immediately and CPMs spike for everyone. Genuine concept origination — finding angles competitors haven't run — is the lasting moat.