What roles does creativity have in a world increasingly dependent on the use of AI technology, especially in content creation?
Elad Ben David, Head of Creative at Wix, joined Kfir Pravda and Or Moshkovitz on our latest podcast to offer a forward-thinking view on how companies can adjust their marketing approach by breaking down silos and embracing a holistic creative strategy, even with the use of AI.
Key Insights
1. Creativity is Not Optional
Elad shares his extensive experience in the creative field, emphasizing the importance of storytelling and the narratives used behind any kind of product. He argues that every product—no matter how technical—has a compelling story waiting to be told. “Boring is relative,” he emphasizes. The key is investing in creative teams that can translate complex technical offerings into human-centered narratives that resonate with target audiences.
2. The AI-Powered Creative Ecosystem
While artificial intelligence is revolutionizing marketing, Elad sees it as an enabler, not a replacement for human creativity. His approach? Use AI for research and validation, but rely on human insight for genuine innovation. “AI can spark ideas, but it can never replace the idea itself,” he notes.
3. Collaboration and Cooperation
One of the most significant challenges in modern marketing is the disconnect between performance and creative teams. Elad advocates for a collaborative approach where:
- Marketing roadmaps align with product roadmaps
- Performance data informs creative strategies
- Creative teams challenge and are challenged by performance metrics
- Continuous communication replaces periodic reporting
4. Metrics Beyond the Bottom Line
Traditional performance marketing often fixates on immediate ROI. Elad suggests looking beyond that — examining metrics like average order value (AOV), view rates, and how creative content influences broader customer behaviors.
5. The “Rule of Three” Creative Framework
Elad recommends a structured approach to content creation:
- Balance content across product, brand, and user perspectives
- Cover awareness, consideration, and action stages
- Diversify content types (user-generated, motion graphics, etc.)
6. Storytelling Fundamentals
Drawing from his writing background, Elad highlights a universal storytelling formula: Action, detail, emotion. This framework works across mediums — from five-second ads to long-form content.
Final Insight
Elad’s most powerful advice? Love the impact your company creates. When teams are passionate about their organization’s mission, creativity and performance naturally align.
To tune in to the full podcast episode for more insights.
Bridging Performance and Storytelling in Marketing
January 28, 2025
Tali Fierer
What roles does creativity have in a world increasingly dependent on the use of AI technology, especially in content creation?
Elad Ben David, Head of Creative at Wix, joined Kfir Pravda and Or Moshkovitz on our latest podcast to offer a forward-thinking view on how companies can adjust their marketing approach by breaking down silos and embracing a holistic creative strategy, even with the use of AI.
Key Insights
1. Creativity is Not Optional
Elad shares his extensive experience in the creative field, emphasizing the importance of storytelling and the narratives used behind any kind of product. He argues that every product—no matter how technical—has a compelling story waiting to be told. “Boring is relative,” he emphasizes. The key is investing in creative teams that can translate complex technical offerings into human-centered narratives that resonate with target audiences.
2. The AI-Powered Creative Ecosystem
While artificial intelligence is revolutionizing marketing, Elad sees it as an enabler, not a replacement for human creativity. His approach? Use AI for research and validation, but rely on human insight for genuine innovation. “AI can spark ideas, but it can never replace the idea itself,” he notes.
3. Collaboration and Cooperation
One of the most significant challenges in modern marketing is the disconnect between performance and creative teams. Elad advocates for a collaborative approach where:
4. Metrics Beyond the Bottom Line
Traditional performance marketing often fixates on immediate ROI. Elad suggests looking beyond that — examining metrics like average order value (AOV), view rates, and how creative content influences broader customer behaviors.
5. The “Rule of Three” Creative Framework
Elad recommends a structured approach to content creation:
6. Storytelling Fundamentals
Drawing from his writing background, Elad highlights a universal storytelling formula: Action, detail, emotion. This framework works across mediums — from five-second ads to long-form content.
Final Insight
Elad’s most powerful advice? Love the impact your company creates. When teams are passionate about their organization’s mission, creativity and performance naturally align.
To tune in to the full podcast episode for more insights.