Australian-founded advertising technology company Cuttable is expanding its AI-powered creative platform in the United States, aiming to address a persistent problem in performance marketing: determining which advertisement to create next. The platform connects AI-generated ad production with campaign performance data from Meta, allowing marketers to use historical results to inform future creative decisions. The announcement comes as the company reports that the U.S. now accounts for 40% of its revenue, just one year after entering the market, and as brands seek ways to increase advertising output without losing sight of campaign performance.

From ad generation to a continuous feedback loop

Cuttable's platform combines several stages of the advertising workflow that are often handled by separate tools. It analyzes a brand's website, social channels, and guidelines to create an editable brand strategy and brand kit. Marketers can then write briefs in plain language and generate editable advertisements using existing product assets or Shoots, the company's AI tool for creating and extending photo and video content.

The platform also connects directly to Meta Ads Manager, publishing finished ads and retrieving performance indicators such as click-through rate, thumbstop rate, and return on ad spend (ROAS). These results inform subsequent creative briefs, allowing marketers to develop new variations based on previous campaign performance.

The distinction matters because generating more ads does not necessarily produce better advertising. Performance teams still need to identify which messages, formats, and creative approaches resonate with their audiences. Cuttable's approach attempts to connect that analysis directly to production, reducing the manual work between campaign reporting and the next round of testing.

The company says its platform has processed more than 280,000 ads and over $320 million in Meta advertising spend. Its analysis found that roughly one in 11 ads generated returns of at least 10 times their spend, suggesting that performance can be concentrated among a relatively small number of creative assets. These figures are company-reported findings, rather than independently audited industry benchmarks.

Funding supports a larger U.S. push

The platform announcement coincides with Cuttable's latest funding round, an A$20 million Series A led by Australian venture capital firm Airtree Ventures. Existing investor Square Peg also participated, according to a separate company announcement.

Cuttable says it now serves more than 420 brands across the United States, Australia, New Zealand, Asia, and Europe, including lululemon, Rodan & Fields, and Brick. The company reports that the U.S. contributes 40% of its revenue and says it is expanding its San Francisco team.

The business was founded by Sam Kroonenburg, who previously co-founded online technology education company A Cloud Guru, acquired in 2021. The experience gives Cuttable's leadership a background in scaling a software business, although success in a different category does not guarantee adoption in the crowded marketing technology market.

Competition is moving beyond creative generation

Cuttable operates in a market that includes creative generation tools such as AdCreative.ai, creative analytics platforms such as Motion, and broader advertising automation products such as Smartly. Meta also offers its own AI-assisted creative capabilities within its advertising ecosystem.

Cuttable's pitch is to connect creative production with campaign learning in a single workflow. That positioning could appeal to ecommerce teams that run frequent paid-social campaigns and have enough historical data to identify meaningful performance patterns.

There are limits to what performance feedback alone can establish. ROAS can be affected by attribution settings, audience selection, budgets, seasonality, product margins, and changes in platform delivery. An ad that performs well in one campaign may not produce the same results with another audience or offer.

For enterprise marketing teams, the value of the platform will depend on whether its recommendations improve outcomes beyond what existing creative and analytics tools already deliver. Integration depth, approval controls, brand consistency, and the ability to connect advertising results with actual business profitability will be important evaluation criteria.

Market Landscape

The advertising technology market is moving toward tighter integration between AI-generated content, creative testing, campaign measurement, and optimization. Meta and Google are investing in AI across their advertising ecosystems, while third-party vendors compete by connecting data and workflows across multiple marketing activities.

Cuttable's immediate focus is narrower: ecommerce performance marketers who need a steady pipeline of paid-social creative. Its feedback-loop approach could reduce the distance between discovering a winning ad and producing the next iteration.

However, platform-generated recommendations are only as useful as the data and measurement practices behind them. Advertisers should validate whether reported gains reflect incremental business results, not just changes in platform-attributed ROAS.

Strategic Outlook

Cuttable's U.S. expansion and Series A funding give it room to develop a more integrated creative workflow. The broader opportunity is to make advertising production a learning system, where each campaign informs subsequent briefs rather than leaving performance insights in a separate reporting dashboard.

If the company can demonstrate consistent improvements across different brands, products, and campaign conditions, its approach could appeal to marketing teams seeking to scale creative output without proportionally increasing manual analysis. The test will be whether its recommendations generate measurable, repeatable gains in business performance.

Top Insights

• Creative intelligence: Cuttable connects AI ad generation with campaign performance data, helping performance marketers turn historical results into actionable creative briefs.

• Advertising automation: Direct Meta Ads Manager integration connects creative production and reporting, potentially reducing manual handoffs between advertising, analytics, and creative teams.

• U.S. expansion: The United States accounts for 40% of Cuttable's revenue, making North American growth a central priority for its advertising technology business.

• Funding and growth: An A$20 million Series A led by Airtree Ventures will support platform development and expansion, increasing Cuttable's capacity to compete in AI advertising.

• Measurement challenges: Reported ROAS improvements require independent validation, as attribution models, budgets, audience mix, and profit margins can affect campaign performance.

Get in touch with our MarTech Experts