Why Top Brands Are Testing Sora 2 Before Meta Gets Flooded

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OpenAI just released Sora 2 with video and audio generation that has taken the internet by storm. 

It is the most advanced and easily accessible AI video tool yet, letting ecom brands create product demos, founder stories, and lifestyle content without cameras, actors, or production crews.

The output quality is almost good enough to run as Meta ads right now. 

But here's what matters: 

You have a 3-6 month window before Meta feeds get flooded with even more AI-generated content and platforms start adjusting algorithms to deprioritize it.

The brands testing Sora 2 now will have built creative libraries, identified winning angles, and scaled what works before competitors even start experimenting. 

In this email, we're breaking down: 

• Why the early adopter window matters for AI video creation 

• How to test AI-generated content against traditional UGC 

• The AI Creative Testing Roadmap to scale what works

Let's dive in:

Creative is the only growth lever left in paid advertising.

Media buying is automated. Targeting is limited. Everyone has the same platforms.

The brands that scale have mastered creative.

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→ The RIGHT way to use AI for ad creative that converts (Alex Cooper, Adcrate)

→ Scaling creative ideation without burning out (Sarah Levinger, Tether Insights)

→ TikTok vs Meta: platform-native ads that perform (Phoenix Ha, Instant Hydration)

→ Achieving creative diversity on any budget (Fraser Cottrell, Fraggell Productions)

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→ Systematically scaling profit, retention & LTV (Jess Chan, Longplay)

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The Early Adopter Advantage

Every new creative format follows the same pattern… 

Early adopters get disproportionate results because the format is novel, platforms reward it, and audiences haven't seen it 1,000 times yet.

We saw this with Stories ads, Reels, and TikTok. 

Brands that tested early captured attention at lower CPMs before saturation hit. 

Right now, AI video content stands out because it's rare in feeds. 

Within 6 months, it'll be everywhere. 

Platforms will adjust ranking algorithms once they detect saturation. 

The brands that win are building AI creative systems now, testing what resonates, and scaling winners before everyone else floods the channel.

Don't replace your entire creative strategy with AI overnight. 

Run structured tests to identify where AI-generated content performs. 

• Product Demonstrations 

Test AI-generated demos against your current product videos.

If AI demos perform within 80-90% of traditional content but cost 10x less to produce, you've found a scalable creative channel. 

• Founder Stories 

AI-generated founder content feels less authentic than real footage, but test it in prospecting campaigns where audiences don't know you yet. 

Compare CTR and conversion rates against traditional founder videos. 

• Lifestyle Content 

Lifestyle shots showing products in context are expensive to shoot but cheap to generate with AI.

Test in retargeting campaigns where product familiarity is already established.

The AI Creative Testing Roadmap 

Step 1: Prioritize Product Types 

Start with products that don't require close-up texture inspection. 

Tech accessories, home goods, and apparel work well. 

Skincare and food are harder because texture matters more. 

Step 2: Test Formats by Funnel Stage 

Use AI-generated content for top-of-funnel awareness campaigns first. 

Reserve traditional UGC for retargeting where trust and social proof drive decisions. 

Step 3: Run Controlled A/B Tests 

Launch AI-generated ads alongside traditional creative with identical targeting and budget. 

Let them run for 7-10 days. 

Compare CTR, CPM, conversion rate, and ROAS. 

Step 4: Build a Creative Library 

Once you identify winning AI angles, generate variations at scale. 

Create 20-30 versions of high-performing concepts with different hooks and visuals.

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Final Thoughts

Sora 2 won't replace traditional content entirely, but it creates a short-term creative advantage for brands that test it now. 

Within 6 months, AI-generated ads will saturate Meta feeds. 

Platforms will adjust algorithms. 

The novelty factor disappears.

And the brands that build AI creative systems now will have an edge that competitors can't replicate. 

Start testing this month. 

The window closes faster than you think.

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Disclaimer: Special thanks to Creative OS & FilterTag for sponsoring today’s newsletter.