“When they launched their new AI powered background feature — not only did they see subscriber conversion rates in the product go up significantly but they also found that by leading with those AI features in ad concepts on Meta and TikTok they got much better performance especially when they put it within the first 6 seconds of the ad.”

AI features in ads unlock new markets — PhotoRoom cracked Mexico, Brazil, and Indonesia this way

PhotoRoom had failed to achieve sustainable paid UA in emerging markets because conversion rates were too low for unit economics to work even at low CPMs. Launching an AI-powered background removal feature changed everything: leading with the AI demo in the first 6 seconds caught attention, drove higher CTR, lifted subscription conversion, and fundamentally unlocked new geographies. Carter's lesson: AI features are marketing hooks as much as product features — the wow-moment that drives organic sharing also dramatically improves paid ad performance.