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Jonathan Karmi has spent more than a decade inside performance marketing, working across hundreds of clients and watching one problem get harder every year:
Attention is disappearing.
Today, the average social media user scrolls the height of the Eiffel Tower every day. For direct-to-consumer brands, that means the battle is no longer just about targeting, budgets, or bidding.
It is about creative.
In this episode of Aggaeus, Haggai Klorman Eraqi sits down with Jonathan Karmi, Co-Founder & CEO of Wider, for a conversation about AI, advertising, creative fatigue, founder psychology, and what it takes to build a company in a market that changes almost every week.
Jonathan and his team are building what he calls the intelligence layer for creative performance: a system that uses data, AI models, and creative strategy to help brands generate ads that can actually compete in the feed.
The idea sounds simple.
Make better ads.
Lower acquisition costs.
Improve ROAS.
But in the real world, “better creative” is a black box. Brands need dozens or even hundreds of ads every week. Winning ads fatigue quickly. Generic AI tools produce generic outputs. And if everyone uses the same models, the internet starts to look like one big bowl of AI sameness.
Jonathan explains why Wider is not just generating ads. It is analyzing what works, understanding creative patterns, orchestrating different AI models, and helping brands create at scale without losing the taste, context, and performance signals that actually matter.
In this episode, we cover:
• Why creative has become the biggest lever in paid advertising
• Why D2C brands need so many ads just to stay competitive
• How AI can create more content — and more sameness
• Why Wider started manually before writing code
• How Jonathan thinks about orchestration, data, and creative strategy
• What founders should understand about building with AI from day one
• Why entrepreneurship means learning to master uncertainty
This is a conversation about attention, advertising, AI, creative performance, founder pressure, and the difference between creating more content and creating content that actually wins.
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Aggaeus content is for informational and educational purposes only and should not be considered legal, business, investment, or tax advice. You should conduct your own research and consult qualified professionals before making any decisions.
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#AI #Advertising #Creative #Startups #Marketing
