New Making Science Tool Helps Maximise Creative Impact

Madrid-based ad tech and data company Making Science has launched an AI tool called Creative Hub, promising to give marketers full control over creation, measurement, optimization and scaling of creative assets for advertising in the age of gen AI.

Making Science employs more than 1,200 people across eleven western European countries, plus Georgia, Mexico, Colombia and the USA. The firm has four business lines: a digital ad agency integrating strategic planning, creative, data and technology; a cloud, software and cybersecurity business; an AI and SaaS division employing more than 400 engineers and data scientists for the development of marketing-focused platforms and digital solutions; and an investment arm working with Ventis and TMQ. In February this year it launched a platform called OptiPhi, which promises a holistic view of campaign performance, allowing advertisers to measure the impact of their campaigns, and automatically manage and optimise their media spend.

The new Creative Hub is part of the company's long-established ad-machina portfolio of creative automation products, and uses AI to quantify creative elements, analyze their impact, and provide actionable insights to improve campaign effectiveness. Individual creative attributes are evaluated to continuously improve performance - for example the number of people shown, the use of close-ups, night or day setting and natural vs cityscape backdrops.

Founder and CEO José Antonio Martínez Aguilar (pictured) describes the new tool as 'the next evolution in performance marketing', commenting: 'With Creative Hub, our clients can overcome the challenge of creative fatigue to rapidly refresh creatives based on what the data shows is working without handing over the creative process to a black box. You're not guessing; you're optimizing with purpose, while also ensuring that the brand messaging is consistent.' He continues: 'With Creative Hub, ad-machina not only automates 80% of tasks that consume creative time, such as image and video resizing or copy update and variation management, but it goes a step further through the integration of agentic AI. This technology allows not only autonomy but also the decision-making capability and control over every aspect of the campaign - something that becomes fundamental as AI becomes more autonomous.'

Web site: www.ad-machina.com .