Presented by Brainsuite’s
Mali Simanowski & Janik Lührs
Date: Tuesday, September 2 2026 | Time: 4:00 PM (CET) | Location: Online
How Predictive AI Is Changing Creative Decisions
Half your creative budget might be wasted. You just don’t know which half.
Creative effectiveness testing used to mean one thing: waiting until a campaign launched to find out if the creative actually worked. Nearly half of all advertising ROI comes down to creative quality — not targeting, not media spend, not timing. Yet most brands still approve creative on gut feel, learning what worked only after the budget is already spent.
Predictive AI doesn’t replace creative instinct — it gives it the evidence to be heard. In this session, adapted from their ADC Festival Hamburg talk, Brainsuite’s Mali Simanowski and Janik Lührs show how creative effectiveness testing is moving from a guess to a science, using predictive AI to evaluate creative before it ever goes live.
What You’ll Learn:
- Why creative quality is the single biggest lever for campaign ROI, and why most organizations still can’t act on it
- The six drivers behind every high-performing creative asset: attention, branding, processing ease, emotional engagement, strategic fit, and persuasion
- How creative effectiveness testing with predictive AI evaluates creative before launch, cutting testing time from weeks to minutes
- Real case studies showing measurable gains in brand lift, sales correlation, and approval speed
Backed by neuroscience data from 400+ global brand campaigns.
You should tune in if you are:
Brand marketers, creative and marketing leaders, and agency teams who make or approve creative decisions and want to replace opinion-based debates with evidence.
Save Your Spot
Meet Your Speakers
Mali Simanowski helps some of the world’s largest brands answer a deceptively hard question: will this creative work actually land before the money goes out the door?
She didn’t come to marketing by the usual route. After several years in shipping and logistics, she brings an outsider’s eye to the industry, and what she keeps noticing is this: good work rarely fails for lack of ideas or tools. It fails in how decisions get made, too often driven by opinion, hierarchy, or gut feel.
That’s the gap Brainsuite closes. Its platform pre-tests creative assets before they launch, using AI grounded in neuroscience to measure things like attention, branding, and impact. The payoff is practical: less wasted budget, and more of it going to work that earns its place.
For Mali, none of this is really about the technology. It’s about better work and better results. In her talks, she shows how creative work and data-driven decisions can be meaningfully connected — and why that connection is exactly where the future of marketing lies.
Janik Lührs works on an awkward truth in advertising: the creative that wins the room isn’t always the one that wins once it’s live.
With more than nine years in SaaS and performance marketing, he’s seen plenty of budget go behind creative that looked like a sure thing and quietly underdelivered. The hard part, he’ll tell you, is that almost no one could spot the difference before the campaign went out.
For Janik, the answer isn’t smarter guessing — it’s proof. He helps consumer brands trade “which one do we like?” for an AI-backed read on what’s actually going to perform, turning the creative call into something you can measure rather than a debate you have to win.
For the consumer brands he works with, that changes how creative gets chosen, defended, and taken to market. In his talks, he makes the case that effectiveness is becoming a creative discipline in its own right — and how brands can raise their hit rate without dialing back their ambition.
Contact us:
We will be more than happy to answer any questions that you may have.
Katrin Kizilkan
Head of Marketing
k.kizilkan@brainsuite.ai
