What does a constant stream of new AI tools mean?

A new video AI tool, Sora 2, just dropped, and our team has been testing it (as we do with many new tools to understand their capabilities).

If your social feeds look anything like ours, you’ve probably seen some renders. Technologists and creators are buzzing about it, Casey Neistat even made a video.

At AdQuick, we’re big fans of tools, and not just because we build them ourselves. A strong toolbox helps marketers work better, faster, and stronger. But there’s a trap we’ve all seen before: getting so excited about new tools that we forget why we picked them up in the first place.

Strategy and creativity are always paramount.

Tools can amplify good ideas but can’t substitute for them. In advertising, especially out-of-home, the plan: where, when, and how you show up, has a far bigger impact on results than which specific design software you used to build creative.

That doesn’t mean ignoring the latest breakthroughs. It means balancing the time we spend exploring new tools with the time we spend executing today’s work.

Experimentation belongs in the mix but shouldn’t push strategy or current campaigns to the sidelines. We shouldn't spend our days only fawning over tools, we'd get nothing done. As Warren Buffett famously said, “The first rule of compounding: Never interrupt it unnecessarily.” This applies to marketing as much as investing: if we spend too much time chasing shiny objects instead of shipping work on channels we know matter right now, we slow our momentum.

We’re watching what Sora 2 and other AI tools can unlock for advertisers, in addition to building our own. But the key is always the same: bring strong creative ideas to the right audience at the right moment.

If you want to talk about how new creative tools can fit into your OOH strategy, we’re always here to help.