D2C Diaries
Join Olly Hudson and Loukas Hambi in a laid-back yet insightful podcast, where we dive into the heart of D2C and e-commerce. With a combined experience of managing over £150 million in ad spend across Meta and TikTok and helping scale over 200 brands, we bring you a digestible blend of performance, operational, and creative wisdom.
D2C Diaries
Reinventing Creative Strategy with AI: Alex Cooper
Creative strategy is evolving, fast. And Alex Cooper is one of the sharpest minds pushing the industry forward.
In this episode, we dig into the intersection of AI and creativity: how brands can scale content that actually converts, why performance-first storytelling matters now more than ever, and what the strategist’s role really looks like in 2025.
Alex shares:
- How AI is changing the business model of creative agencies
- How AI is already reshaping the creative strategists role
- What it takes to scale content in 2025 with AI
- Why Alex believes "briefing will be the most valuable skill in the next 12 months"
- Why agencies that don’t build internal IP will lose to ones that do
- And why the next wave of winning agencies will look nothing like the old ones
Whether you're deep in the weeds of performance creative or rethinking your workflow post-ChatGPT, this conversation is a roadmap for the next chapter of creative strategy.
0:00 Who is Alex Cooper? His positioning in AI + creative strategy
3:12 Meta + TikTok creative formats working now
8:00 Why video gen is worth investing in + use cases
14:45 Ugly ads with AI
19:15 Longform ads
20:30 Unaware + problem aware ads
27:07 Why best practices often don’t apply
29:17 Other timeless tactics
32:15 Formats that are declining
35:00 High prod vs low prod
37:20 Why many creative problems are research problems
43:00 Training creative strategy teams + internal ops
47:00 Studying the TikTok organic feed
48:45 Incentivise framework for teams
50:35 Hardest skill to train for creative strategists
57:20 Alex’s favourite AI use cases
1:04:45 Tools to enhance workflow
1:08:00 The role of creative strategists in 12-24 months
1:10:25 AI creative vs authenticity
1:13:20 The future of creative agencies
Follow Alex on socials:
Twitter: https://x.com/alexgoughcooper
Youtube: https://www.youtube.com/@UC_M813lRmlnrqHDs5COWRGA
Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi
Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson
Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c.diaries
Instagram: https://www.instagram.com/d2c_diaries/
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