The brand's digital face outperformed a live person

The Challenge

Ad systems like Meta now demand an ever-growing number of creatives, which must be completely distinct from one another. If an advertiser delivers just one variant, or only changes the text, the algorithm keeps getting the same signal and gets worse at deciding who the product is relevant to.

Ušetřeno.cz operates in the comparison-site sector, where offers and messaging change very frequently. In-house production was therefore under constant time pressure and couldn't keep up with delivering enough distinct variants.

The Solution

For Ušetřeno, we designed digital faces – a man and a woman – for whom we can simply swap locations and messaging. This lets the avatar flexibly respond to changes, which are very frequent in the comparison-site sector. We set the comparison up as an A/B test against live production.

The Results

In the A/B test, the digital avatar steamrolled live production – both in campaign results and in dramatically lower production costs. And surprisingly, only a fraction of viewers even noticed the ad was AI.

Sample: more than 50 ads, 50–500 comments per ad.

Why It Works

Ad systems like Meta have changed how they rank ads, and creative is the key to success – the algorithm analyzes content and uses it to decide who sees the ad. Whoever delivers more distinct creatives wins.

Video is also growing: in the Czech Republic, video advertising made up 33% of total display advertising (year-on-year growth of +14.8%) and is the fastest-growing format of all. An AI avatar, meanwhile, is produced in a fraction of the time and cost – no filming, no crew, no studio, and the first output is ready within a few hours of an approved script.