Wyndham And Goop Are Using AI To Scale Creative And Avoid Burnout

Recorded: March 26, 2026, 5 p.m.

Original

Summarized

Wyndham And Goop Are Using AI To Scale Creative And Avoid Burnout | AdExchanger

image/svg+xml:

Topics
Latest
Marketers
Agencies
Publishers
Technology
Platforms
Identity
Measurement
Data Privacy
Artificial Intelligence
CTV
Commerce
AdExplainer
Exclusive Report
Daily News Roundup

Opinion
All Columns
Data-Driven Thinking
On TV & Video
The Sell Sider
Content Studio
Comic
Contributor Guidelines

About Us
Advertise
Newsletter
AdExchanger Advisory Board
About Us
Contact Us

Events
Programmatic AI Las Vegas
AdExchanger Awards
Webinars
All Events
Network Events

Podcasts
AdExchanger Talks
The Big Story
Inside the Stack

NEW! Programmatic AI 2026

Become an AdHero

Topics
Latest
Marketers
Agencies
Publishers
Technology
Platforms
Identity
Measurement
Data Privacy
Artificial Intelligence
CTV
Commerce
AdExplainer
Exclusive Report
Daily News Roundup

Opinion
All Columns
Data-Driven Thinking
On TV & Video
The Sell Sider
Content Studio
Comic
Contributor Guidelines

Events & Awards
Programmatic AI Las Vegas
AdExchanger Awards
Webinars
All Events
Network Events

Podcasts
AdExchanger Talks
The Big Story
Inside the Stack

Subscribe Free
Sign Up

About Us
Advertise
Newsletter
AdExchanger Advisory Board
About Us
Contact Us

CONNECT

Home AI Wyndham And Goop Are Using AI To Scale Creative And Avoid Burnout

AI
Wyndham And Goop Are Using AI To Scale Creative And Avoid Burnout By Joanna Gerber

Thursday, March 26th, 2026 – 9:00 am
SHARE:

AI marketing platforms are everywhere these days.
What many are missing, though, is the ability to quickly generate and revise creative based on performance.
For hotel franchise Wyndham, the most important performance metrics are cost per acquisition and click-through rate, said Michael Shiwdin, who leads guest engagement, loyalty and strategic partnerships.

On Thursday, Wyndham announced a partnership with Adora, an AI performance marketing platform that automates ad testing and optimization, scales creative assets and provides real-time feedback on campaign performance.
Wyndham first ran a pilot with Adora last year to recruit new users for its loyalty program.
Who’s flying the plane?
According to Andrew Double, VP of revenue at Adora, the platform syncs with an advertiser’s existing measurement systems (often through Adobe and/or Meta) to provide running feedback throughout a campaign. It also defers to the advertiser’s KPIs.
“We don’t have our own metrics,” said Double.
The advertiser should always remain “the controller of the brand,” he added, which is why Adora relies on each client’s own preferred “truth source” and works closely with their creative team to ensure the content is in line with the brand’s vision and adheres to any restrictions.
In Wyndham’s case, the brand submitted assets to Adora, including preexisting creative and property photos, from which Adora’s AI model created dozens of potential ad variants. Wyndham’s creative team was able to provide feedback to the model to help train it on the brand’s preferred aesthetic and style.
For one recent campaign, Wyndham ran more than 90 creative variants, said Shiwdin.
The campaign targeted 15 different audiences, which received different creatives based on traits like financial habits and preferred travel destinations. For instance, business travelers who are likely to be more interested in Wyndham’s full-service hotels and resorts were served ads depicting beachfront properties with messaging about the value of loyalty programs, whereas potential road trippers saw ads for economy brands like Days Inn with messaging related to spontaneity.
At one point, Adora’s AI determined that beach imagery performed 23% better than food and beverage imagery for a specific audience segment. Adora automatically refined the campaign so the ads with higher engagement ran with greater frequency.
Wyndham’s performance marketing and account management teams also monitor performance in real time, Shiwdin added, so they can make manual adjustments to targeting and distribution.
Without simultaneous access to real-time insights and creative optimization, making mid-campaign refinements is “incredibly difficult,” he said.
Closing the loop
Wyndham opted to work with Adora over some of its competitors because Adora’s product is “much more horizontal,” said Shiwdin.
Many similar companies have two distinct products, he said: one for creative generation and one for paid media optimization. When creative generation and media optimization occur in one place, there’s increased efficiency for both the marketing team and the product team.
Adora’s tools also allow brands to cast a wider net when designing creative. Most advertisers “can’t do photo shoots in every single city within the United States,” said Double, so if they’re based in San Francisco, for example, most of their photoshoots will probably be there, too.
But now, if a brand indicates that it wants to target people in, say, Savannah, Georgia, the AI can revise an existing ad with an accurate portrayal of Savannah in the background.
Fixing a sticky situation
The “horizontal” approach has also been a draw for other marketers, including wellness and lifestyle brand goop, another of Adora’s clients.
Goop’s creative team had previously been “under a lot of pressure” to produce a large number of creative assets for its paid media strategy, said CMO Alexa Ritacco.
The “sheer number of iterations” that the brand needed to test was becoming “operationally heavy,” she added, and it was detracting from the amount of time the team was able to spend on more complex, higher-level creative projects.
Now, they’re able to offload the more “manual, repetitive work” and put their energy into developing thoughtful creative, she said.
Goop’s partnership with Adora is one of its first “meaningful forays into AI within marketing,” Ritacco said, and won’t be its last.

Tagged in:

Adora

//
Alexa Ritacco

//
Andrew Double

//
audience targeting

//
campaign optimization

//
Creative Optimization

//
digital media strategy

//
goop

//
Michael Shiwdin

//
Wyndham

Next In AI

How Red Roof Is Bringing In More Customers With Zeta’s Voice-Activated AI Agent

Must Read

Marketers
AI Helps Manscaped Trim Social Chatter Down To The Bare Essentials

Meet Clamor, a new social listening product that pulls cultural insights from online conversations in real time. Clamor helped Manscaped freshen up its marketing, including for this year’s Super Bowl.

AI
How Red Roof Is Bringing In More Customers With Zeta’s Voice-Activated AI Agent

Hotel chain Red Roof is using Zeta’s new voice-activated AI agent to guide its campaign creation, deployment timing and audience development.

Platforms
Why Ad-Blocking Browser Brave Introduced Its Own Ads

Brave’s chief of ads Jean-Paul Schmetz on competition in the search and browser markets, the fallout from the Google Search antitrust ruling and whether AI search will help smaller upstarts compete with Big Tech.

Newfronts 2026
Vizio Helps Walmart Cut A Bigger Slice Of The CTV Ad Pie

Walmart and Vizio announced at NewFronts that unified account logins are coming to smart TVs using Vizio’s operating system.

Marketers
Carl’s Jr. And Hardee’s Marketing Goes Regional With Amazon Ads’ Streaming Media

The age-old question for streaming TV advertisers is, how to target the viewers they want while reaching the scale their businesses need. The quick-serve restaurant operator CKE, which owns Carl’s Jr. and Hardee’s, sought an answer in a case study with Attain and Amazon Ads.

CTV
America’s Test Kitchen Puts Direct And Programmatic Access On Its Menu

America’s Test Kitchen introduced direct and programmatic buying for its free ad-supported TV channels – marking the first time it’s selling ad inventory as a standalone package.

Popular

AI
How Red Roof Is Bringing In More Customers With Zeta’s Voice-Activated AI Agent

Hotel chain Red Roof is using Zeta’s new voice-activated AI agent to guide its campaign creation, deployment timing and audience development.

Newfronts 2026
Google Is Pitching Buyers On Gemini And YouTube Creators At The NewFronts

Google is getting to talk about its two favorite things during IAB’s NewFronts this week: AI and creators.

OPINION: Data-Driven Thinking
What Happens When A Brand Fails To Deliver On Its Basic Promise

Customers don’t need perfection. But they do need to know that a brand will make it right when something goes wrong.

Newfronts 2026
Vizio Helps Walmart Cut A Bigger Slice Of The CTV Ad Pie

Walmart and Vizio announced at NewFronts that unified account logins are coming to smart TVs using Vizio’s operating system.

Marketers
Carl’s Jr. And Hardee’s Marketing Goes Regional With Amazon Ads’ Streaming Media

Join the AdExchanger Community
Join Now

Your trusted source for in-depth programmatic news, views, education and events.
AdExchanger is where marketers, agencies, publishers and tech companies go for the latest information on the trends that are transforming digital media and marketing, from data, privacy, identity and AI to commerce, CTV, measurement and mobile.

NEXT EVENT
Programmatic AI
May 18-20, 2026Park MGM, Las Vegas
Learn More

ABOUT ADEXCHANGER
About Us
Advertise
Contact Us
Events
Subscribe
RSS
Cookie Settings
Privacy & Terms
Accessibility
Diversity, Equity, Inclusion & Belonging

CONNECT

Wyndham Hotels & Resorts and wellness brand Goop are leveraging Artificial Intelligence (AI) through a partnership with Adora to scale their creative output and mitigate potential burnout among their marketing teams. This strategic move, detailed by Joanna Gerber for AdExchanger, reflects a broader trend in the advertising industry as brands seek to optimize campaign performance and streamline creative development processes.

The core of the initiative revolves around Adora’s performance marketing platform, which automates ad testing and optimization, effectively utilizing AI to generate diverse creative assets. Michael Shiwdin, Wyndham’s lead on guest engagement, highlights the key performance indicators (KPIs) – cost per acquisition and click-through rates – that drive the platform’s functionality. Adora synchronizes with existing measurement systems via platforms like Adobe and Meta, offering real-time feedback and deferring to the advertiser’s established KPIs – a crucial element ensuring brand control and alignment with core business objectives.

Wyndham’s pilot program with Adora demonstrated a considerable creative output, running over 90 creative variants for a single campaign targeting diverse audience segments. This targeted approach, utilizing traits such as financial habits and travel preferences, exemplifies how Adora’s AI can personalize messaging and visuals, increasing engagement. A key outcome was the AI’s rapid identification of superior creative – beach imagery performing 23% better than food and beverage imagery for one specific audience – triggering automated refinement of the campaign in real-time. This “closing the loop” capability, facilitated by Wyndham’s performance marketing and account management teams, underscores the speed and adaptability provided by the AI-driven system.

Andrew Double, VP of Revenue at Adora, emphasizes the “horizontal” nature of the platform, contrasting it with competitors who typically offer siloed solutions for creative generation and media optimization. This integrated approach enhances efficiency for both the marketing team and the product team, fostering a streamlined workflow. Furthermore, Adora’s tools broaden the scope of creative design possibilities, addressing the limitation of advertisers being confined to photo shoots within a geographically restricted area. The platform’s AI can dynamically revise existing ads with relevant local imagery, exemplified by Goop’s use case in Savannah, Georgia.

Goop, as noted by CMO Alexa Ritacco, was experiencing significant pressure to generate a large volume of creative assets for its paid media strategy, leading to operational complexity and diverting resources from higher-level creative development. The partnership with Adora allows Goop to offload repetitive tasks, empowering its creative team to focus on more strategic and nuanced creative projects. Ritacco notes that Goop’s foray into AI is a significant step and signals further exploration within the field.

Ultimately, Wyndham and Goop’s adoption of Adora’s AI platform represents a proactive strategy to manage creative workload, optimize campaign performance, and avoid the potential for marketing burnout, demonstrating a forward-thinking approach within the evolving landscape of digital advertising.