HelloFresh Brought AI Creative to Times Square: How Ad Studio Works
In June, the CDP platform Hightouch launched a one-day activation on Times Square to showcase ads created by clients using the new Ad Studio tool. Participants included Sweetgreen, Tripadvisor, and HelloFresh. This case demonstrates how AI creative helps brands scale content production and reach global platforms.
Why Brands Need AI Creative at Scale
According to Conor Feeney, Head of Marketing at HelloFresh US, brands are now «forced to produce significantly more creative than ever before.» Audience attention spans are shrinking, and fresh ads deliver better results. AI enables faster hypothesis testing and allows focusing on the most effective options.
How Ad Studio Works
Ad Studio is part of Hightouch’s marketing suite launched this year. The tool handles the entire process: from asset generation to platform placement. Hightouch does not handle budgeting or media buying.
Preserving Brand Voice
One of the main challenges of AI creative is losing a brand’s unique style and violating content rules. Hightouch addresses this by using the brand’s own content: product catalogs, legal and compliance guidelines, and previous ad campaigns. The platform integrates with Figma and ad channels, allowing assets to be uploaded manually or pulled automatically.
Fast Iteration Through Natural Language
Ad Studio doesn’t create the perfect ad on the first try, but marketers can give commands in natural language: make the text «juicier» or focus on product quality instead of discounts, explains Hightouch co-CEO Tejas Manohar. For HelloFresh, speed of edits is critical: the company aims for «continuous experimentation» and testing.
People and Robots: Symbiosis, Not Replacement
Feeney emphasizes that Ad Studio does not replace creative professionals but allows faster creation of more content based on existing ideas and human refinement. The tool requires no coding skills but needs a «talented, creative person» who can explain to AI what is good or bad for the brand.
HelloFresh Case on Times Square
For the activation, HelloFresh used past ad campaigns. The ad highlighted the contrast between an expensive restaurant order and the affordability of home-cooked meals. So far, this is the only video created through Ad Studio, but the company plans to continue using the tool.
Frequently Asked Questions
How much does a minute of AI video cost?
The cost depends on complexity and volume. For mass generation (up to 500 videos per day), the price can be significantly lower than traditional production, especially with a neuro-production subscription.
Can AI be used for UGC ads in crypto projects?
Yes. AI avatars with subtitles, AI voiceovers, and script generation are suitable for crypto and e-commerce campaigns. The key is to adhere to ethical deepfake boundaries and brand guidelines.
Conclusion
The HelloFresh example shows that AI creative is not just a trend but a working tool for scaling advertising. If your brand faces the need to produce hundreds of videos per week, consider platforms like Ad Studio. Try generating your first test video today—it could change your approach to content production.