IN CLEAR FOCUS: John Gargiulo, founder and CEO of Airpost.ai, explores how AI is revolutionizing video ad creation for brands. With 400,000+ UGC clips and advanced computer vision, Airpost enables professional video ads at scale. John discusses the shift from static to dynamic content, maintaining authenticity in AI-generated ads, and why he believes AI agents will replace traditional agencies within the next decade. Discover how brands can unlock consistent, high-quality video content creation.
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Episode Transcript
Adrian Tennant: Coming up in this episode of IN CLEAR FOCUS …
John Gargiulo: I look around my industry advertising and see everyone just coming up with every wishful thinking excuse of why humans are just different and AI can’t be funny and AI won’t be able to do this or that. And I just feel badly watching all these things go by because I’m like, “Yes, it can. Yes, it will.” Look how fast it’s moved in two years. Give it another two. It’s going to happen.
Adrian Tennant: You’re listening to IN CLEAR FOCUS, fresh perspectives on marketing and advertising, produced weekly by Bigeye, a strategy-led, full-service creative agency growing brands for clients globally. Hello, I’m your host, Adrian Tennant, Bigeye’s Chief Strategy Officer. Thank you for joining us. Today, video content is the dominant format for engaging consumers across social platforms. But for many small to medium-sized brands, creating a constant stream of fresh, high-quality video ads is challenging. Limited resources, tight budgets, and the pressure to continuously produce content that performs well have created a gap between what brands need and what they can realistically produce. This pain point is especially acute for direct-to-consumer solopreneurs and smaller e-commerce businesses seeking to compete in crowded marketplaces like Shopify. Our guest today is addressing these challenges with an innovative AI-powered platform that democratizes access to professional video ad creation. John Gargiulo is the founder and CEO of Airpost.ai, a creative technology company. With experience in both brand advertising and performance marketing, John’s new platform blends AI automation with authentic, user-generated content to deliver video ads at scale. Previously, John served as Global Product Marketing Lead at Airbnb and co-founded Ready Set, a performance marketing agency working with brands like DoorDash and Robinhood. To discuss how AI is changing creative production and how brands can leverage these technologies, I’m delighted that John is joining us today from Menlo Park, California. John, welcome to IN CLEAR FOCUS.
John Gargiulo: Thanks, Adrian.
Adrian Tennant: John, before we dive into Airpost, I’d love to hear about your early days in advertising. I know you worked on some iconic campaigns for brands like Snapple and Quiznos. How did that traditional ad agency experience shape your perspective on what today’s brands need for their marketing?
John Gargiulo: Yeah, good question. I mean, there are definitely some threads that remain. In some ways that feels like a hundred years ago, but you know, now I live in the world of hooks and capturing attention and stopping the scroll and working on those kinds of TV commercials back in the aughts. It was really about the same thing. It was, you know, you’re going to see 100, 200 commercials today or this afternoon. How can you really grab someone’s attention? And I was at an agency called Cliff Freeman and Partners. It was my dream job because that agency, they did “Where’s the Beef?” and “Pizza Pizza” for Little Caesars. They were really known for comedy and like doing things that got people talking all around the water cooler when there used to be water coolers.
Adrian Tennant: So what led you to recognize the need for something like Airpost.ai?
John Gargiulo: Mostly that scale. So scale and the potential of AI to actually make video ads for paid social. Those two things were not being talked about even five years ago. So prior to Airpost, I had an agency called Ready Set, still going really strong today. My amazing co-founder, Sam, is now CEO there, and I’m all in on Airpost. We incubated Airpost inside of Ready Set And at Ready Set, we use what we call hyper production to shoot hundreds of native UGC style video ads for DoorDash, hims and hers, et cetera, at huge scale globally for them. So that’s a need that didn’t exist five or 10 years ago among a lot of companies. You know, when you just have to have so many things to multivariate test on these platforms. And then AI really makes it possible. Can I give you this metaphor we came up with? So Sam actually came up with this. I think it’s terrific. It’s, we realized that, okay, software can solve this problem. Think of a restaurant kitchen. You need the right ingredients for these video ads, right, in the walk-in. So you’ve got customer footage. At Airpost, we have 400,000 vertical video UGC-style clips, by far the largest library in the world. I can talk to you later about how we build that. And then you’ve got recipes. Before and afters, three reasons why this water bottle was a game changer. These are things you probably recognize from your Instagram feed. The robochef, if you will, that’s our engine. And that’s where a lot of the software and thinking and robustness is. And so you have this robochef looking at these recipes, going to the walk-in and grabbing the salt and the pepper and the proteins and, you know, whatever else, and cooking all these dishes, sending them out to the dining room, seeing what’s popular and making more of that. So that’s really what AI can do that’s going to completely change our industry.
Adrian Tennant: Got it. So that’s what Airpost is, but how does it differ from other approaches to creating video content for online ads?
John Gargiulo: A few different ways. I know the guys at Pencil, they were really early to the game, that’s been around. So there’s that side of things, which is more transitions, taking photos and bringing motion to them. In fact, a lot of our engineers had built a company previously called Olapic that did that. So there’s a lot of angles to it. That’s one of them, right? We’re going more the video angle. You’re seeing a lot of AI companies pop up today with what I call uncanny talking heads staring creepily at the camera. That’s a big cottage industry. I think that those heads will be an ingredient of our ads, but they are not the whole soup. What we’re going for is, look, you as the customer have a lot of footage, unboxing shots, hero shots of your product, different products. We have this huge bank of footage. Increasingly, we can use AI to artificially make footage, right? If we have a photo of your water bottle over a white background that you’re putting on Amazon, we can take that photo, ask AI to put that water bottle in situ in a guy’s hand at an Equinox gym, and then go over to Runway’s API and animate that for a few seconds. Now we’ve got another clip, do that times a thousand, you got even more clips. And then really what I think of as our approach is orchestration. It’s not creating these weird non-people out of thin air. We might do some of that, and then it’s just an ingredient or a couple of shots where they’re talking, but it’s mostly orchestrating all these key ingredients adhering to certain recipes that we know work. I think there’s not enough advertising expertise right now in this sort of AI ad-making space. There’s a lot of tech, but not a lot of expertise in the ad side, and making these dishes that marketers actually want to eat.
Adrian Tennant: Well, you just mentioned that Airpost has the world’s largest vertical video user-generated content library with over 400,000 clips. John, how did you collect those assets?
John Gargiulo: Over time, with Airpost in mind. So early on in Ready Set’s journey, the go-go days of 2021, 2022, we transparently with our customers and legally in our contracts said, “Look, we know that the old advertising industry way is we shoot a ton of stuff for you, Mr. Client, and we test a bunch of stuff for you on Facebook, and most stuff doesn’t work, and that goes in the trash. Some stuff does work, and that runs for weeks or months, a year if you’re lucky, and everything is sort of ephemeral. We would like to do something different. If one of those shots that does not have anything with your brand or your logo or your product, that’s yours forever, like the old school way.” But all this other stuff where it’s somebody working out at the gym or having trouble sleeping or whatever, that we’re at great expense shooting for them, that they’re just going to dispose of anyway. We had this in mind and we said, you know, “Can that revert to us after a year?” And 95% of even big company legal teams were like, “Yeah, that’s fine as long as it’s not our brand stuff.” And we give them the opportunity to buy it out. Nobody cares about stuff from ads that didn’t work a year ago. So that’s how we built this incredible repository. And it’s come in extremely handy, Adrian, because what I’m hearing from other startups in our space that are only about the tech side and don’t really get advertising, or frankly, seem to have a passion for it, is they’re like, you know, bad inputs in, bad outputs out. If they don’t have enough footage, someone just submits, “Alright, I got a bunch of product shots.” But there’s no people in them. There’s no product being used. There’s no unboxing. There’s no sort of B-roll. It’s just a bunch of A-roll. It’s actually really difficult to orchestrate a good ad or more than a couple of them. So this footage library has been huge for us.
Adrian Tennant: Okay. Can you walk us through how your platform uses your UGC library in conjunction with AI to create finished ads? Sure.
John Gargiulo: So we have a lot of complexity in the backend, but we keep it extremely like Fisher-Price easy on the front end. So all you do is you go to Airpost.ai. It says, “What’s the link to your product?” You put in a link to your product, or you put in your Amazon link, Shopify link, and in the background, we scrape what’s on that page. We understand and download all the images, the videos. We have really good computer vision, value props, et cetera. Also use the LLM’s wider knowledge to come back to you with a very easy, fun, type for me, click-by-click brief that we have pre-filled for you. “Here are the 15 value props that we see in order of your product. Is this right? Grab one and slide it around.” “No, this one is actually number one. That number two is really number 15. This number 10 is written wrong. Scrap number 11.” In addition to value props, “Problems that this product solves. Do’s and don’ts. Steps to use the product” so that we get it right. This is all teaching our AI engine how to talk about your product in just the right way. And these questions even have come from 70-plus customer interviews I’ve done to understand what people really care about. And by the way, spoiler alert, 95% of the editing sort of control issues brands have is about what’s being said in words in the ad. It’s actually not so much about the actress’s hair or the music. It’s really like, you know, “We don’t want to say sustainable if we’re not sustainable,” simple things like that. So we get that right. Next, hours later, soon it’ll be minutes, we’re the only ones doing this approach. An instant gallery, we call it, of 30, 40, 50, eventually hundreds of video ads that are completely baked end-to-end, voiceovers underlying them, or some new TikTok trend. There’s just a long wall of them, and they can watch them, they can download them easily, they can run them that day.
Adrian Tennant: Wow. One concern many marketers have about AI-generated content is quality. John, how do you ensure that the ads created through Airpost maintain the authenticity and effectiveness needed to perform well?
John Gargiulo: You just said the best word, which is “authenticity.” It’s a bit of an ironic subject, right? Because we’re trying to feign authenticity if I’m being honest, but that’s what this is. Our evals are all around how close are the ads that we are making to manually produced ones. Obviously, we’re very experienced manually producing UGC content that’s good, that the brand likes, that works performance-wise with Ready Set. And also we can just go on BoardPlay or Facebook ad library and see lots of stuff. So we’re trying to make it indistinguishable. We’re doing pretty well. I was on a Motion webinar recently, and I showed three ads. Two of them were made with Airpost. One of them was produced manually, and I asked them to guess the manual one. They’re all for the same brand. And 300 people guessed it right. 300 people guessed it wrong. 150, 150 on the other two. That made me very happy. Maybe it was a fluke. I don’t know. I didn’t really cherry pick. But we have a Notion doc, Adrian, called “99 Problems.” And it’s all these big and little things that we keep adding to that we’ve identified that set our ads apart from manually produced. I mean, there’s just some voiceovers that are just way more authentic sounding, certain words, certain pitch. There are some music tracks, certain shots that line up better with certain parts, edits, jump cuts. There’s a lot that goes into making an authentic, performative UGC ad. We are a lot further along than I thought we’d be at this time, which is exciting. We also seem to be the only ones really focused on quality. It’s actually one of our three pillars for 2025 and probably beyond. Whereas I feel like everyone else is trying to boil the ocean or grab onto what the latest model can do and like build 20 features at once. Or they’re just not, or it’s like Captions or HeyGen, which are great companies, but they’re not really advertising people. They’re more horizontal platform that’s kind of searching for verticals to play in. So, you know, we focus on doing this one thing, making UGC video ads that people want to run that work well. And that’s the delta we’re trying to close right now between us and real.
Adrian Tennant: Super interesting. I’m curious, can a brand import its licensed or original footage or product photos?
John Gargiulo: Absolutely. That’s the heart of the ad. You fill out this brief that’s been pre-filled for you, you edit it, you get it right. And then the next screen says, “Upload your assets.” Our best customers are uploading gigabytes full of video. And we have a internal tool we call auto-select that we’re patenting now. We have other patents we’ve been granted on just assembling ads with AI generally. That looks across even an individual clip, even a founder interview or something that you think there may not be much grist in, ads you’ve done, et cetera. And we look for one to five second bits that are clean with no overlay, or we’re now working on tech that can strip out the overlay, emojis or captions. And we take those and we use them as selects in future ads. So absolutely, mostly the footage that you upload as a customer is what gets used.
Adrian Tennant: Got it. John, you’ve observed that many brands use the same static ads for months because either refreshing creative isn’t a priority for them, or maybe they don’t have the bandwidth or budget to do so. What kind of results have you seen when brands switch to a more consistent cadence of fresh video content?
John Gargiulo: Yeah. And it’s almost always the second one. Like I’ve met so many companies and almost no one has said, “Yeah, you know, we’re still running the same five video ads. And this one is our top ad, but we don’t like it and want to beat it. And we’re running a few old static ads and we’re really happy with that. And we’re going to stay there.” Oh, pretty much everyone’s like, “Man, I know that Facebook has advised now for over a year, even if I’m spending as little as 25K, I need to be testing 50 different ads a month.” And they’re often testing five if they’re good. So the word I hear the most from our customers is “unlock.” Like, “Oh my gosh, this unlocked the ability to test 30, 40, 100 things where we had been testing three before.”
Adrian Tennant: Wow.
John Gargiulo: Our product kind of lives in this gap between agencies, which costs tens of thousands of dollars for anything good a month. And these smaller ecom companies mostly who just can’t afford that quality, but they need ads and they’re making millions in revenue. And they’re skipping around between DIY tools and their nephew that shot some stuff before he went off to college for them. They’re really struggling to find a tool that can just take care of this for them. A friend of mine said, that’s the ultimate customer of Airpost is that founder who’s like, “Just do it for me. Like, I’m not a Facebook ad expert. I know I need video ads, go.” That’s where we slot in.
Adrian Tennant: Let’s take a short break. We’ll be right back after this message.
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Adrian Tennant: Welcome back. I’m talking with John Gargiulo, founder and CEO of Airpost.ai, about how AI is transforming video ad creation. John, when we look at what performs well on platforms like TikTok or Instagram Reels, there’s a clear preference for authentic UGC-style content over highly polished brand videos. How does Airpost help brands achieve that authentic feel that clearly resonates with audiences?
John Gargiulo: I mean, I think that’s the goal is that authentic feel without it feeling artificial. It’s really hard to do, Adrian. There’s certain nuance and human creativity and behavior and speech that are hard to nail, but AI is the worst it’s ever going to be right now. So listen, I’m a creative. I came up around a table with guys and girls that were coming up with what’s the next funny ad for Snapple. I get it. I think there’s something really beautiful in that. And I look around my industry, advertising, and see everyone just coming up with every wishful thinking excuse of why humans are just different, and AI can’t be funny, and AI won’t be able to do this or that, and strategic thinking. And I just feel badly watching all these things go by because I’m like, “Yes, it can. Yes, it will.” Look how fast it’s moved in two years. Give it another two, God forbid, twenty. It’s going to happen. We’re already on our way there. Where there being, you can’t tell the difference between a quote-unquote authentic UGC ad, someone telling a story about their sister who never likes Christmas presents, but they love this or whatever, and manual versus artificial. Now, it brings up existential questions, even for myself. What world do we want to live in? Do we want to see fake people talking about fake sisters? I get that, and there’s no question it’s coming. You know, advertisers are always looking for what tools can they use to follow the first principles of marketing: put money in and get more money back than you spend to promote your product and sell more. So we will get there. It’s just a matter of time. And I think it’s probably sooner than most people think. Probably sooner than most people think, probably a lot further away than most startups and founders tell you that, you know, the whole world will change in three months. You know, how many times have you heard that?
Adrian Tennant: Oh, yes. The enthusiasm of Sand Hill …
John Gargiulo: I’m drinking the Kool-Aid right now, I’m sitting in the middle of Silicon Valley.
Adrian Tennant: When we were preparing for this interview, you mentioned to me a significant leap forward in computer vision technology. John, could you explain what changed and how that impacts the ability to create effective video ads with Airpost?
John Gargiulo: Yeah, until under a year ago, most computer vision, computer vision being, you know, using AI in this case, or code to understand what’s in a photo, but especially video is really hard. Of course, you can look at every frame in a row, but it just gets exponentially more expensive, was basically something like this. “Here’s a video. All right, what’s in this video? Dog, woman, beach, tennis ball, afternoon sunshine. Okay, great.” That’s what it could tell you. Bunch of keywords that were like 90% correct. They’ve been working on that stuff for 20 years. All of a sudden, and Google was the first to this, now everyone’s got it, Gemini demoed, I’m guessing 10 months ago or so, something that told you a lot more context about what was happening in the video. They used a Buster Keaton movie, a silent movie, to show what was happening. It was a scene where this dramatic confrontation was happening at a bank, and a guy passed a note, all this stuff. Instead of saying, “Black and white, man, woman, note,” whatever, it said “at Old West Bank,” you know, “The man in his forties looks kind of ragged with,” you know, “a beard goes inside with a six shooter and confronts a woman,” blah, blah, blah. “He passes her a note, a close up of the note reveals an address. This is the address of the,” I don’t know, “XYZ from earlier in the movie that we saw implying that she should go because then there’s a …” It’s like amazing. It was so much smarter and more detailed and nuanced and full-featured than what existed just days before. That was a big unlock because now a brand can come into Airpost and unload terabytes of footage on us. And instead of, you know, the old way of like having to get a bunch of folks here or abroad going through every frame of terabytes of footage and tagging it – we used to have a huge tagging team at Ready Set of over 30 people doing this – now you can use computer vision to do it accurately.
Adrian Tennant: John, as you know, there is a perception that AI may eventually replace humans in creative fields. I’m curious, could you share your perspective on the balance between automation and human oversight in creative production right now?
John Gargiulo: Yeah, ooh, right now. Okay, I’ll start with the longer term, which is I definitely have more of like an optimistic abundance mindset, for better or worse. I always think of this black-and-white photograph of these lines and lines of, happens to be mostly women, in Syracuse, New York, in a huge office building, almost a warehouse floor, with like abacuses or something like that, doing math. And their titles were – they worked at an insurance company in upstate New York – and they were called “computers.” And they would compute things. Obviously, this is before computers, the 1940s. And they’d compute actuarial tables and things like that. I’m picturing, Adrian, that we’re having this podcast interview and you’re saying, “Man, supposedly these computers are coming out that are going to, maybe they’ll take up the size of a room, but they’re going to do all the work of all these people. This is going to be terrible. We’re going to mass unemployment of computers. It’s a whole budding industry.” And that was true. There are no more people called computers who sit there and work with an abacus. But there are – and there are stats I’ve looked up on this – way, way more people in the insurance business generally than there were then. And the jobs they have, man, data science manager, actuarial, Salesforce, CRM, technical, blah, blah, blah. These are titles you could never have dreamed in 1943. And there are things that you and I could never dream right now that in 20 years will be a thing. I was just reading about how prompt engineering as a job peaked in 2023. “Oh my gosh, we’re all going to need to hire prompt engineers!” “Nope, actually the AI will do that for us.” So it’s moving at light speed right now. It being like this change, but I do have the mindset that yes, there will be people standing there with a camera, “Hey, can I shoot you doing this thing? Okay, now pick up the products, now do this.” We’ll be able to do all that with AI, but those people will be doing something else, probably something a lot cooler and more exciting with these tools.
Adrian Tennant: Okay. Well, looking ahead, I know you’re also curious as I am about the concept of AI agents that could potentially manage entire advertising processes. What’s your vision for how these technologies will evolve over the next few years?
John Gargiulo: Yeah, I’m glad you bring it up. I mean, that’s what we’re building, right? Like I think of Airpost as a super agent for marketing. It’s starting with video ads, but there’s no way in my mind that, you know, people will be using a big ad agency holding co in 10, 15 years and having Zoom calls with 16 people around the other end. The SVPs of these companies, the heads of innovation at these 10,000-person firms that I talk to, they’re the first ones to tell you, “Ooh, we’re in trouble. We’re offering less and less tangible value. We don’t know how to charge for AI. We’re used to charging on people.” And the reason that that space, the agency world, hasn’t been disrupted by agents before, or even software, and why ad tech investing generally has been so cold for the past 20 years, because you need people. Eventually, you need people with big brains, high EQ, and understanding culture to help you think through strategy. And “Should we be moving spend to TikTok this week?” And “Where are we going long-term?” Hands-on keyboard, somebody checking in every day, three times a day on your Facebook account and pausing ads down. These were things that software just wasn’t going to do. And even now it can’t necessarily do all of that. But with tools like Operator from OpenAI and cloud computer use, Amazon just launched their own. You’re now having things where at least it’s almost like an entity that can move a mouse around a screen, go into your Facebook account, optimize things above the API level, like just at the mouse and keyboard level. And basically you’ve solved that problem with AI. Maybe not now, but in two or three years, you will be able to chat with Alex or, you know, this rep from Airpost, you know, just like you’d chat with your agency today and have the same conversations to make the same things happen, but with a lot lower of a cost structure, which is great for customers and eventually will cause abundance in other areas. So I think agents are the key to this. How it will map out exactly, well, you have a media buyer agent who’s quote-unquote in the Slack channel, right? And a creative agent and Sheila and Bob, Maybe not, I don’t know what the interface will look like, but I can definitely tell you that there’s no chance in my mind agents won’t replace agencies in 10 years.
Adrian Tennant: Okay! Well, for right now, while we still do exist, for brands or agencies listening who are intrigued by what you’re building, what advice would you give them about incorporating AI tools like Airpost into their existing creative processes?
John Gargiulo: I mean, I would say most stuff’s not ready for primetime. We’ve just launched. Like I can’t watch an Airpost ad and not find seven things for you that should be better and will be better. And I’m super excited because we’re all in a room. But I would say if you’re out there and you’re like, Oh my gosh, I know I need to be getting more into AI. You’re already ahead of the game, listening to Adrian’s podcast. Don’t worry. There are not 12 AI ad making tools that you should be using and you’re not. Most of them suck. Most AI tools generally, you’ve probably noticed, are cool at best for a day. And then after a few weeks, you’re like, “Oh, I’m still paying for that thing. I don’t use it anymore.” I have like 17 of those I need to cancel. So forever. But right now we’re still on the cusp I think in a year, we’ll have turned the corner between cool to useful, and then it’s going to be a flood. It’s almost like it’s 2000 sort of, Adrian, where it’s like, “Oh” or 2001 rather, “Oh, that internet thing looked really cool. I hadn’t gotten around to trying it yet. My nephew said he was using his credit card online there in the 90s. Oh, now there’s been a bust.” It’s like everybody’s mocking now how most AI is not making money. There’s not been a lot of big exits. It’s slowly starting to change right now. But that would have been a very funny conversation to have in 2002. “Oh yeah, the internet’s kind of over, never going to be a big thing.” And of course now it’s changed the world. I mean, five of the five market cap companies on the earth are internet companies. So I think that’s what’s going to tip and probably tip pretty soon.
Adrian Tennant: Great conversation. John, if our listeners would like to learn more about Airpost, what’s the best way for them to do so?
John Gargiulo: Yeah, I mean, of course, Airpost.ai, all you’ve got to do is put a link in and see it do its thing. Definitely come armed with footage from your product. Works best with one specific product. I’m on LinkedIn spouting off about AI, you know, as it develops – John Gargiulo. Yeah.
Adrian Tennant: Perfect. John, thank you very much for being my guest this week on IN CLEAR FOCUS.
John Gargiulo: It was super fun. Thanks, Adrian.
Adrian Tennant: Thanks again to my guest this week, John Gargiulo, founder and CEO of Airpost.ai. As always, you’ll find a complete transcript of our conversation with timestamps and links to the resources we discussed on the IN CLEAR FOCUS page at Bigeyeagency.com. Just select ‘Insights’ from the menu. Thank you for listening to IN CLEAR FOCUS, produced by Bigeye. I’ve been your host, Adrian Tennant. Until next week, goodbye.
TIMESTAMPS
00:00: Introduction to AI in Advertising
00:20: The Challenge of Video Content Creation
01:14: Meet John Gargiulo and Airpost.ai
02:08: John’s Early Advertising Experience
03:24: Recognizing the Need for Airpost.ai
04:58: How Airpost.ai Differs from Other Solutions
07:08: Building the UGC Library
08:53: Creating Ads with AI and UGC
10:40: Ensuring Quality and Authenticity
12:20: Importing Original Footage
13:42: Benefits of Consistent Video Content
15:30: The Role of AI in Creative Production
16:35: Authenticity in UGC Content
19:05: Advancements in Computer Vision Technology
21:14: The Future of Automation in Creative Fields
23:19: Vision for AI Agents in Advertising
25:42: Advice for Brands on AI Integration
27:17: Conclusion and Further Resources
