At Smadex, we know Artificial Intelligence (AI) is transforming app advertising, turning campaigns into smarter, faster, and more efficient experiences. That’s why we sat down with Albert Puigbó, our CPO, to discuss how AI is improving performance, shaping creative design, and what’s next for app advertising this year.

“In today’s app advertising landscape, Artificial Intelligence is the engine behind campaign success. By leveraging AI for real-time bidding, targeting, and creative optimization, we can dynamically adapt to user behavior and market shifts, delivering stronger results and greater efficiency than ever before. Most importantly, AI provides unprecedented scale, enabling us to process millions of ad opportunities per second, optimize across vast audiences, and continuously learn from data. This combination of speed, intelligence, and scale is what transforms good campaigns into exceptional ones.”

Learn more at our blog article about our AI-powered algorithms LINK

“AI is changing creative production in two main ways: speed and learning.

On the production side, generative AI can quickly create multiple ad variations that would normally take much longer to develop manually. It can also help in the creative process when storyboarding and coming up with new ideas. This means you can test more creative approaches and get campaigns live faster.

But it’s not just about cranking out more ads. As these creatives run, they generate data about what’s working and what isn’t. Artificial Intelligence analyzes this performance data to surface insights: which visuals get attention, what messaging drives action, and which audiences respond to what. This feedback then informs the next round of creative development, creating a continuous improvement loop.

The shift is from a sequential process (create, launch, wait, analyze, adjust) to one where creation, testing, and optimization happen in parallel. You’re not just moving faster; you’re making better decisions based on real performance data rather than assumptions. And because AI can generate and process this data at scale, you can personalize creatives for different audience segments in ways that wouldn’t be practical otherwise.”

“I don’t want to reveal too many details about our predictive engine, but something really cool that’s happening is the internal tools we’re building for campaign performance reports and optimization. We’re constantly iterating on them to get faster, deeper insights, and it’s exciting to see how they evolve week by week.”

“The biggest challenge is ensuring reliability and trust in AI workflows. Unlike standard predictive models, Generative AI introduces new complexities: data must be rigorously protected to prevent leakage, and actions need to be taken to actively prevent hallucinations where the AI confidently invents false information. The real hurdle is engineering these systems to have high predictability, ensuring that they act consistently enough to be trusted with autonomous tasks.”

“We are moving toward the age of ‘Agentic AI,’ though the transition will be gradual. This year, we expect to see the first wave of autonomous agents that can reason and assist with complex workflows, rather than just executing simple tasks. These agents will start to help manage campaign strategies, like suggesting budget allocations or diagnosing issues, shifting the human role from ‘operator’ to ‘strategist.’ 

Additionally, the continuous innovation in generative LLMs offers huge potential for the advertising ecosystem. This ranges from generating dynamic ad variations and enabling natural language interaction with data, to boosting predictive performance by applying LLM-like foundational models for performance.”