“I think that we're about to see another big shift with these new models Neither of those things are going to be a problem Creative volume not an issue Creative diversity not an issue The challenge is going to be that we have so many creatives and not enough ad spend to actually test them all.”

Next Problem: Too Many Creatives, Not Enough Budget to Test Them All

Nathan flags the next wave of growing pains in AI-powered paid UA: budget, not production, becomes the binding constraint. When a single agent can produce hundreds of credible creatives per day, even a well-funded growth budget can't test them all to statistical significance. Teams need smarter creative filtering and prioritisation frameworks upstream — to decide which hypotheses are even worth generating, let alone spending to test.