Key results
The company
Sett
sett.aiUA creative performance platform for mobile games.
Result highlights
- Last-mile refinement time cut from 1 week to 75 mins
- 90% of ad spend driven by AI creatives for client
The story
A creative technology firm serves nearly 50 mobile game studios, including top-grossing enterprise publishers that spend millions of dollars monthly on user acquisition campaigns.
Creating interactive playable ads manually took a month or more per unit, making it impossible to produce the volume required for effective performance testing. Because predicting winner concepts is notoriously difficult, studios needed to launch dozens of creative variations monthly to identify scalable ads.
The team built an agentic architecture where Claude acts as an orchestrator to manage production workflows and delegate specific tasks to specialized diffusion models. This system breaks down complex creative briefs into component sub-evaluations to measure performance at every stage of generation. A human-in-the-loop review process ensures final quality, focusing only on the final polish rather than full development.
Quotes
“We needed a model that could go beyond pure logic to understand abstract concepts like 'taste' and create an end product that is genuinely attractive and fun for users.”