Add To Cart: Australia’s eCommerce Show
Oct 15, 2026 · 17 min · 10 segments
**Plenty of brands have tried AI ads and given up. It’s usually not the tool’s fault.** The output doesn’t look like the brand, and fixing one thing breaks three others. This Playbook is anchored by…
Sam KroonenburgGuestMost brands are carrying years of paid-for shoot assets that they probably used once and never went back to.
That's product photography, campaign video, behind-the-scenes footage, everything.
That library is one of the best inputs you can possibly give an AI tool because it is already on brand, already approved, and already paid for.
You might have hundreds of images that were shot and maybe four that went out into market.
And this discovery of what assets you've actually already got is not a one-off audit that you do once and tick off.
The teams getting the most out of AI tools are the ones still shooting and still capturing, feeding that library constantly so it never goes stale.
The teams getting the most out of these tools are the ones still shooting and still capturing, feeding that library constantly so that it never goes stale.
The best example of captured discipline that I've come across in our Add to Cart archive is from Pyra.
Sam Moore bought the business back from Culture Kings and now runs it his own way, and he's a graphic designer by trade, so he treats content as infrastructure rather than a campaign exercise.
If we've got doing a photo shoot and a proper campaign, yes, we've got the professional video guy there, but we've also, I'm there on my iPhone getting every single look, every single angle because like some of our OG ads are like iPhone pant ads by a guy standing by a river that's been running for two years, and it's like our best top-of-funnel worldwide ad.
Maybe the reel's the one that's gassing, getting the high ROAS, but they've probably seen the other five before it got to that.
So have a think about what creative assets and content you already have from over all the years, the stuff you've published, the stuff you've left on the floor, the stuff that's probably hanging around in people's phones.
If you have anything that you can feed the AI beast, start including it in your processes today.
Most brands are carrying years of paid-for shoot assets that they probably used once and never went back to.
That's product photography, campaign video, behind-the-scenes footage, everything.
That library is one of the best inputs you can possibly give an AI tool because it is already on brand, already approved, and already paid for.
You might have hundreds of images that were shot and maybe four that went out into market.
And this discovery of what assets you've actually already got is not a one-off audit that you do once and tick off.
The teams getting the most out of AI tools are the ones still shooting and still capturing, feeding that library constantly so it never goes stale.
The teams getting the most out of these tools are the ones still shooting and still capturing, feeding that library constantly so that it never goes stale.
The best example of captured discipline that I've come across in our Add to Cart archive is from Pyra.
Sam Moore bought the business back from Culture Kings and now runs it his own way, and he's a graphic designer by trade, so he treats content as infrastructure rather than a campaign exercise.
If we've got doing a photo shoot and a proper campaign, yes, we've got the professional video guy there, but we've also, I'm there on my iPhone getting every single look, every single angle because like some of our OG ads are like iPhone pant ads by a guy standing by a river that's been running for two years, and it's like our best top-of-funnel worldwide ad.
Maybe the reel's the one that's gassing, getting the high ROAS, but they've probably seen the other five before it got to that.
So have a think about what creative assets and content you already have from over all the years, the stuff you've published, the stuff you've left on the floor, the stuff that's probably hanging around in people's phones.
If you have anything that you can feed the AI beast, start including it in your processes today.
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