Before the rise of AI, paid advertising managers were stuck in the slow, tedious process of manually writing ad copy variants for each ad campaign.

Crafting compelling headlines and descriptions for each campaign and ad set required significant time and creative energy.

Managers would spend hours brainstorming and writing copy, only to produce a limited number of options before burning out. It was a constant struggle to generate enough variants to properly test and optimize campaigns.

This manual approach severely restricted the ability to match copy to target keywords and personas. Ads often went live with messaging that wasn't sufficiently tailored or refined.