The news: tvScientific by Pinterest announced an AI-powered creative optimization tool that helps refine TV ad creative before and after ad deployment, helping to improve campaigns before media spend begins.

• Creative Advisor uses AI that’s trained on years of real-world connected TV (CTV) data to evaluate video ad elements like messaging, audio, logo visibility, and calls to action.
• It then assigns a “Creative Strength” score and offers predictive recommendations to improve campaign performance and maximize spending.

Creative Advisor is supported by a human creative services team that can offer guidance on turning insights into action.

What it means: AI tools like this one extend performance-marketing playbooks beyond social and search into CTV. Advertisers can test, score, and refine more creative elements with the same rigor they apply to audience targeting and bid optimization, making creative quality itself an ROI driver rather than a trial-and-error exercise.

tvScientific by Pinterest is using intent-rich data and predictive AI to reduce a major CTV pain point: understanding which creative elements drive outcomes. This reflects a broader shift toward making CTV more accountable and performance-oriented, as advertisers face pressure to justify spend and optimize campaigns based on measurable business results.

“I predict this degree of element-level optimization, combined with advances in ML-based CTV optimization technologies, will more than double performance for TV advertisers in the foreseeable future,” said Jason Fairchild, CEO of tvScientific by Pinterest.

Implications for advertisers: By bringing together audience intent signals, automated media buying, attribution, and now, creative optimization, tvScientific by Pinterest is helping to create a unified performance TV stack. That could increase pressure on CTV platforms to prove both who saw an ad and which creative choices helped drive that outcome.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.