A proof-of-concept, called the Creative Generator, was developed that used creative elements of copy, photography, and color with defined guardrails to produce on-brand variations of marketing assets.
The Creative Generator increased the creative output by 100x, allowing eBay to optimize their campaigns through multi-arm bandit testing and machine learning to improve performance.
The success of the proof-of-concept led eBay to adopt the Creative Generator in-house, establishing a dedicated team to integrate it into a larger platform called the Unified Experience. The Creative Generator became an essential tool for eBay's marketing efforts.