Personalization Is a Layer, Not a Replacement

AI doesn’t replace ad creative. It extends it. Campaigns still start with a base asset — a video, a story, or a brand spot created by the team.

Darwin works as a personalization layer on top of that asset. Instead of manually creating hundreds of versions, AI adapts the creative in real time. The brand keeps its vision intact while still delivering something new and relevant to every viewer.

What Can Be Personalized

The power lies in how deep personalization can go. It isn’t just a headline swap or background change. With Darwin, multiple creative layers can adapt:

• Faces — viewers can see themselves or influencers inside the ad.

• Products — featured items change to match a viewer’s interest or history.

• Voices — narration and dialogue can adapt to language or tone.

• Characters — entirely different characters can appear depending on audience.

• Storylines — narrative branches unlock for different segments.

• Anything, really — from text overlays to environments, the creative can flex without losing brand alignment.

This makes each impression feel handcrafted, even though it’s generated automatically.

Brand Control Comes First

Nothing personalizes without the brand’s direction. Teams decide exactly what can change and what must remain fixed. This ensures every version of the ad reflects brand values and campaign strategy.

Unlike black-box algorithms that guess at what creative to serve, Darwin’s system gives complete transparency and control. It’s personalization directed by the brand, not dictated by the platform.

Built for Distribution

Personalized ads need reach, not just novelty. That’s why distribution is built into the system. Campaigns can run in three main ways:

• On Wayve — Darwin’s owned entertainment platform where consumers discover and share personalized media.

• Publisher Network — embedded placements on partner sites and apps.

• Brand Websites — iframe integration on owned sites for direct engagement.

Wherever they run, the experience feels seamless: every ad is generated at runtime, personalized for the person watching.

Why This Works

Static ads burn out fast. Personalized ads stay fresh forever, because no two viewers ever see the same thing. That leads to higher share rates, stronger CTRs and conversions, and better long-term ROI on creative spend.

The takeaway: AI-personalized ads don’t replace creativity — they multiply it.