Creative Is Becoming an Intent Resolution System
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Why search intent, LLMs, and Meta Andromeda are converging on the same future
For years, performance creative was built around persuasion.
Interrupt the scroll.
Convince the user.
Change their mind.
That model is breaking.
Today, the best creative doesn’t persuade—it resolves. It recognizes a question someone already has and answers it clearly, credibly, and at the right moment.
This shift isn’t about taste or trend. It’s about infrastructure.
Search Shows Us What People Are Actually Thinking
Search is the most honest consumer research dataset in the world.
It’s:
- explicit
- unfiltered
- intent-rich
Search queries aren’t keywords—they’re questions:
- “Is this worth it?”
- “Is this better than ___?”
- “Will this work for someone like me?”
With LLMs, we can now cluster massive volumes of search data by psychological intent, not just language. That reveals the real anxieties, comparisons, and decision friction people carry through the funnel.
This becomes the foundation for creative—not assumptions or personas, but real human concern.
Meta Andromeda Turns Paid Social Into an Intent Engine
Meta’s Andromeda system quietly changed how paid social works.
Instead of asking who to target, the platform now asks:
“Which message best fits this person right now?”
Andromeda:
- evaluates creative at the asset level
- infers user state instead of relying on interests
- continuously re-ranks creative based on relevance
In effect, platforms like Meta Platforms now behave more like search engines—matching answers to moments, not ads to audiences.
The New Creative Model
When you connect the dots, the system looks like this:
Search intent → LLM clustering → Creative answers → Algorithmic distribution
Creative becomes the translation layer between what people are asking and when platforms decide they’re ready to hear the answer.
It’s no longer just brand expression.
It’s an answer engine.
What This Changes for Creative Strategy
- Creative variety = idea variety
Different ads should answer different questions—not repeat the same idea with new designs. - Hooks are about recognition, not interruption
The best hooks feel like: “That’s exactly what I was wondering.” - You’re training the algorithm
Every asset teaches the system which questions convert and which answers scale. - Performance creative compounds
Winning teams build a living library of validated answers mapped to funnel stages—not disposable assets.
Search tells us what people are asking.
Meta decides when they’re ready to hear an answer.
Creative is the system that connects the two.
Andromeda didn’t change creative—it revealed whether your creative actually resolves real human questions.
