< 10creatives / week
Brands test too few creatives
Most teams ship a handful of variants and call it a test.
A new service by Twelve Monkeys
The Creative Machine.
AI-powered creative testing, guided by a human creative team.
We're not just an AI tool. We pair proven creative strategists with AI workflows to brief, generate, test and optimise winning ads — making the whole process dramatically more efficient, without losing the human craft that makes creative actually work.
Creative Machine · live
A four-step closed loop
- Step 01InputBrand · Angles · Hooks
- Step 02AI + Human craftStrategists × AI workflows
- Step 03TestingLive campaigns
- Step 04Learning loopPerformance data
Learnings cycle back into the machine
The problem
The bottleneck is no longer media buying.
Platforms have automated bidding, targeting and placement. The new constraint is creative — how much you can produce, test and learn from.
6–8weeks
Winners are found too slowly
Manual analysis and slow iteration delay every learning.
2×longer
Creative production is too slow
Briefs, edits and rounds add weeks before a single test goes live.
< 20%reused
Learnings are not reused
Winning angles stay locked inside one campaign instead of compounding.
10×volume needed
Scaling requires more testing
Bigger budgets need a steady stream of fresh, high-quality creative.
Our approach
Two phases. One compounding system.
Phase 01
One-timeSetup & Strategy
Real creative strategists run brainstorm sessions with you to define the first concepts — using an ICE-prioritisation matrix to pick the highest-leverage angles, hooks and frameworks. AI then accelerates production; humans keep the taste.
Concept
Impact
Ease
ICE
Founder story
9
8
8.6
Garage POV
8
9
8.4
Fuel price hook
9
7
8.2
Local trust signal
7
9
7.8
Comparison demo
8
6
7
Brand assets audit
Tone of voice
Visual style
Winning angles
Creative frameworks
Initial testing hooks
Deliverable
First 4 creatives — video + static mix, with initial hooks
Setup fee
€2,000
one-time
Phase 02
WeeklyContinuous Optimisation Loop
After setup, the system moves into a weekly rhythm. Our creative team directs the AI, reviews every output and feeds performance data back in — so every cycle compounds: faster learnings, faster winners, scalable profitable growth.
Every week
01Generate new creatives
02Iterate hooks
03Expand winning concepts
04Analyse performance data
05Feed learnings back
Faster
learnings
Faster
winners
Scalable
growth
Pricing
Flexible creative testing capacity.
Core subscription
Creative Machine Subscription
The always-on system: AI workflow, strategy and a continuous performance learning loop.
AI workflow optimisation
Performance learning loop
Creative strategy
Prompt optimisation
Brand consistency management
Weekly optimisation process
Covers the monthly tech & operating costs (licences and recurring sessions). Credits are purchased separately and never expire.
From
€395/ month
+ One-time setup€2,000
Apply for betaCancel any month · No long contract · Credits never expire
Additional credit bundles
One-time purchases · top up anytimeStarter
1,000 credits
€1,000
€1.00 / credit
Growth
2,700 credits
€2,500
€0.93 / credit
Scale
5,500 credits
€5,000
€0.91 / credit
Credit usage — indicative, we always align upfront on how many credits an activity will cost before we get started.
Credits per action
Video Creatives
New AI video creative
300 creditsNew UGC-style video
300 creditsNew premium edited video
500 creditsHooks & Messaging
Hook variant
100 creditsCTA variant
50 creditsVoice-over variant
100 creditsSubtitle variation
50 creditsStatic Creatives
New static ad creative
33 creditsStatic variation
25 creditsOffer/promo static
50 creditsBefore/after static
50 creditsQuote/review static
50 creditsCarousel Ads
New carousel concept
100 creditsCarousel variation
50 creditsAdditional carousel slide
25 creditsIterations & Optimisation
Pace/edit optimisation
100 creditsScroll-stop optimisation
100 creditsLocalisation & Scaling
Translation/localisation
50 creditsNew language voice-over
100 creditsWhat to expect
What brands can expect.
With a 3-month subscription plus a Growth bundle, brands typically generate:
5+
New concept directions
30+
Hook variants
12+
Testing iterations
4–6
Localisation variants
∞
Compounding learnings
Scalable
Winning creatives
Generated examples
From brief to creative, in days.
A selection of creatives produced through the Creative Machine — tap any tile to play with sound.
Currently in beta
Help shape the first version.
We're working closely with a limited number of brands to build the system together. Early adopters get priority access, shape the workflow, and lock in beta pricing.
- Limited onboarding capacity each month
- Direct line to the team building the product
- Priority access while beta spots last
Talk to us directly
Paul Smit
Jordi Spruijt
Prefer email? Drop us a line and we'll come back within one business day.