London, 19th June 2025 — Making Science, a global consulting firm specialising in AI-powered digital acceleration and performance marketing, has today announced the launch of Creative Hub, a game-changing performance AI tool designed to give marketers full control over how they can create, measure, optimise, and scale creative assets for advertising in the age of generative AI.
Unlike other AI creative development tools available on the market, Creative Hub provides brand teams with full control over the creative process while leveraging advanced generative AI to quantify creative elements, analyse their impact, and provide actionable insights to improve campaign effectiveness. This unique technology empowers marketers to make data-driven decisions about their creative assets, ensuring every visual and message statistically correlates with business KPIs.
Whether it’s the inclusion of people; the number of people; close-ups; distance; light; shade; nighttime or daylight; nature or city backdrop, as just a few examples. Every single creative attribute is analysed and refreshed so that the creative performance gets stronger, not weaker, over time. This process is a powerful multivariable analysis, with all attributes analysed together to provide understanding about how one attribute affects the others.
“Automating the creative process with AI isn’t a new concept, but enhancing and optimising ad creative, with full control, is. Creative Hub represents the next evolution in performance marketing,” said José Antonio Martínez Aguilar (JAMA), Founder and CEO of Making Science. “With Creative Hub, our clients can overcome the challenge of creative fatigue to rapidly refresh creatives based on what the data shows is working without handing over the creative process to a black box. You’re not guessing; you’re optimising with purpose, while also ensuring that the brand messaging is consistent”.
JAMA’s message is echoed by one of Creative Hub’s early adopters, hotel chain Bahia Principe.
“Since integrating ad-machina technology into our operations, we have experienced a fundamental transformation in our ability to manage and optimise our visual assets,” said Enrique Ortiz de Zárate, Digital Acquisition Manager at Bahia Principe. “It has allowed us to scale the production and adaptation of our creative to an unprecedented level. We can generate variants of our ads for a myriad of formats and audiences, ensuring that every image, or video we use for our holiday destinations resonates uniquely with the ideal customer. This has given us massive personalisation without compromising the visual quality that defines us as a brand.”
By freeing up the creative teams from the most repetitive tasks, ad-machina has enabled the hotel chain to spend more time on strategic ideation and less on manual adaptation. In turn, the company has experienced a remarkable increase in the relevance and performance of its campaigns, directly linked to the implementation of ad-machina.
“Our CTR has increased by over 43% and web traffic by more than 8%,” remarked Ortiz de Zárate. “In pure brand terms, demand has grown by almost 27% and clicks by 12.9%, with our average basket value increasing by over 13%. Furthermore, our brand and destination bookings have increased by 68% and revenue by over 61%, in addition to a 28% increase in CVR.”
JAMA explained, “With Creative Hub, ad-machina not only automates 80% of tasks that consume creative time, such as image and video resizing or copy update and variation management, but it goes a step further through the integration of agentic AI. This technology allows not only autonomy but also the decision-making capability and control over every aspect of the campaign—something that becomes fundamental as AI becomes more autonomous.”
Having pioneered the development of automation tools for performance marketing with the launch of ad-machina almost a decade ago, the addition of Creative Hub to Making Science’s ad-machina portfolio is another way in which the company is setting a new standard for the industry.
Key features and benefits include:
- Quantifiable creativity: Creative Hub fuses AI and traditional ad production to push creative boundaries and turn subjective creative choices into measurable data points.
- Enhanced campaign performance: Clients can achieve up to 20% more sales, 80% faster, through AI-driven creative optimisation and rapid asset modification.
- Creative control: Brands can retain full creative oversight while harnessing the power of AI for design and production, ensuring brand integrity and originality.
“The differentiation point for ad-machina tools, including Creative Hub, is performance. Ad-machina was originally developed for Search with textual ads by utilising the information provided by the consumer to personalise the message. The introduction of generative AI has accelerated the evolution of our software to generate text as well as enable image and video, and empower teams to analyse and optimise each element, resulting in a bigger uplift,” concluded JAMA.
Within the continuously evolving landscape of advertising, Making Science remains ahead of the curve, helping businesses accelerate growth and unlock the full potential of their creative assets.
To find out more about Making Science’s ad-machina platform and Creative Hub, visit www.ad-machina.com
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