AI didn’t arrive in marketing fully formed and it certainly didn’t become agentic overnight. Despite how quickly new capabilities seem to emerge, today’s AI systems are the result of years of evolution: better data, better tooling, and growing trust in how machines can support human decision-making. Early AI applications focused on assistance and analysis, helping teams make sense of complexity rather than act on it. What we’re seeing now isn’t a sudden leap, but the natural next phase of that progression.
As creative data has matured - becoming structured, scalable, and predictive - the role of AI has evolved alongside it. We’ve entered a new phase where AI systems don’t just analyze creative performance; they act on it in seconds. These are agentic experiences, and they represent the next chapter of creative intelligence.
In its earliest form, AI in creative analytics was largely observational. Dashboards, reports, and diagnostics helped teams understand what happened after campaigns ran. These tools delivered visibility and insight, but required experts to interpret results, connect dots, and decide what to do next. Creative performance became more measurable, but it wasn’t yet operational.
At Vidmob, we see this friction show up consistently: even when users get to the right data, it’s hard to interpret it, let alone understand why it matters or what to do next. That slows the insight-to-action loop, especially for non-expert users who aren’t in the platform every day.
We sometimes think of our platform like a capital-intensive mining operation: there’s a wealth of creative data inside, but it takes time, know-how, and effort to extract the “gold nuggets” consistently. Agentic experiences change that dynamic by making it more akin to panning for gold, in essence making those valuable nuggets much quicker and easier to access, so that teams can spend less time digging and more time acting.
The real inflection point came when creative data itself became structured, scalable, and predictive—well before AI became a household term. As early AI systems quietly took hold across marketing, they relied on inputs that were measurable and consistent. Creative, historically subjective and anecdotal, had to evolve to keep pace. Once creative signals could be operationalized across platforms, formats, and campaigns, they shifted from passive output to active input—fueling models, improving predictions, and enabling feedback loops that continuously learn. This foundational work made today’s acceleration possible.
That’s where Vidmob played a defining role: helping turn creative into a measurable, comparable, first-party signal that AI systems could actually understand, trust, and act on.Once creative data reached this level of maturity, the door opened to something bigger: experiences that don’t just surface insights but also help users apply them faster, with more clarity, and with less effort.
Vidmob recently took a major step forward with the launch of Maddie, our GenAI-powered creative intelligence agent. Maddie fundamentally changes how teams interact with creative data—shifting from manual dashboard exploration to natural-language, intent-driven analysis. Instead of navigating multiple reports, setting filters, or relying on analysts to surface insights, users simply ask Maddie a question. Maddie interprets intent, pulls the right data, analyzes performance end-to-end, and delivers clear, actionable guidance powered by Vidmob’s creative analytics.
Maddie is designed to act like a personal assistant and brainstorming partner - helping users get to the insight they need, understand the “why,” and move toward a next step they can actually take.Built in partnership with Foldspace, Maddie operates inside the platform—not as a chatbot layered on top—guiding users from discovery to decision in seconds through a true agentic experience. What matters most is how Maddie guides you as you explore your data, acting as a collaborative brainstorming partner with whom you can go back and forth. Instead of handing you tables and walking away, Maddie helps you pressure-test hypotheses, uncover true drivers of performance, and identify the biggest areas of opportunity.
Users don’t learn workflows; they express intent:
Maddie delivers outcomes instantly. And that matters, because creative data only creates value when teams can act on it quickly. By removing friction and dramatically shortening time to insight, Maddie makes creative intelligence accessible to everyone—not just power users.
As marketing becomes always-on and increasingly crowded, creative has emerged as one of the few controllable levers brands can use to drive differentiation, performance, and growth. When AI systems are powered by creative data and enriched with brand and platform signals, it can move beyond static insights to dynamic action. Maddie enables that shift, helping teams iterate faster, maintain creative quality at scale, and unlock more value from every asset. Agentic experiences aren’t about replacing creativity. They’re about giving creative intelligence the ability to act.
Vidmob has helped make this evolution possible by transforming creative into structured, actionable data and by building systems that don’t just understand what works, but know how to act on it. The future of marketing isn’t about more automation for its own sake. It’s about smarter systems, better creative, and experiences that improve with every interaction. Agentic experiences are the next step and creative data is what makes them possible.
Explore how Maddie can turn creative data into real-time decisions – request a demo or if you’re already a Vidmob user, dive in and start exploring it for yourself today!