AI is no longer optional: Appier's CEO on creative intelligence and the company’s next chapter

Earlier this year, Appier, a Taiwan-headquartered AI-powered SaaS company in adtech and martech, announced its acquisition of AdCreative.ai, a Paris-based pioneer in generative AI for creative production and optimisation. The move marks Appier’s fifth major acquisition since 2018 and is described as a key step in its global expansion strategy.

Calling the timing “strategic,” Appier CEO and co-founder Chih-Han Yu said the company saw AdCreative.ai as a natural fit to close a critical gap in scalable, data-driven creative generation—just as the marketing industry ramps up adoption of generative AI tools.

Yu, who has spent over two decades in the AI space with academic training from both Harvard and Stanford, co-founded Appier in 2012 with the aim of “democratising AI” by embedding intelligence into software to drive measurable business outcomes. Under his leadership, Appier has grown from startup to publicly listed company, debuting on the Tokyo Stock Exchange’s Growth Market segment in 2021 before transferring to the Prime Market in 2022.

Campaign sat down with Yu to explore what the acquisition signals for Appier’s broader strategic direction and the evolving landscape of AI-powered marketing.

Explaining why now was the right time to align with a Paris-based generative AI firm, Yu said the deal addressed a key gap in the company’s offering—namely, the ability to produce high-performing creative content quickly and at scale. He pointed to AdCreative.ai’s platform, which analyses over 300 million ads annually. The acquisition, he noted, enables brands to move faster without sacrificing quality, brand consistency, or relevance—strengthening Appier’s position across key markets, from Tokyo and Seoul to London and New York.

Yu described the move as a response to three converging factors: Technological compatibility, growing market momentum, and increasing client demand. “With the integration of AdCreative.ai, we are closing the loop on the last mile of marketing: creative generation,” he said. “As generative AI becomes foundational for modern marketing teams, this move positions us to deliver a platform that combines AdCreative.ai’s creative intelligence with Appier’s predictive and generative capabilities.”

He also pointed to real-world examples from AdCreative.ai’s client base prior to the merger. Häagen-Dazs, for instance, used the platform to streamline creative production across multiple markets while maintaining strict brand guidelines. By integrating internal data with AdCreative.ai’s insights, the brand accelerated asset development, reduced costs, and saw a 21% increase in click-through rates. BNP Paribas, operating across highly regulated financial markets, leveraged AdCreative.ai’s predictive tools to adjust content in real time, resulting in a 17% lift in CTR across Europe and Asia.

With the acquisition complete, Appier’s next focus is on scaling both geographically and in terms of product capabilities.

Geographically, the company plans to expand its presence in the US and Europe—where AdCreative.ai already operates—while exploring growth opportunities in other high-potential markets. “These are regions where demand for AI-driven marketing is accelerating,” said Yu. “Our experience in APAC gives us a strong foundation to build on.”

In terms of product development, Appier is looking to move beyond static content generation into more interactive and personalised formats, including playable ads. According to Yu, AdCreative.ai will act as a creative bridge across Appier’s core products—Ad Cloud, Personalisation Cloud, and Data Cloud—bringing the company closer to a unified, end-to-end AI marketing platform.

Founded in Taiwan and rooted in Asian markets, Appier now operates in 17 cities and works with more than 1,800 companies globally. “Our approach is grounded in local expertise and powered by global vision,” said Yu. “We’ve learned that you can be based anywhere and still think and operate globally.”

He believes the intersection of creativity and performance represents a fundamental shift in marketing strategy. Appier, he said, is focused on building technology that translates data into insight, and insight into action, while preserving creative integrity.

Across markets in Taiwan, Greater China, and the broader Asia-Pacific region, Yu observes varying approaches to AI adoption. In Japan, the emphasis is on precision and regulatory compliance. In Greater China, the focus lies in achieving speed and scale. Taiwan, he adds, is home to “a tech-savvy ecosystem eager to adopt next-generation solutions”.

As AI adoption continues to accelerate, Yu believes its value lies in how it’s applied. “AI is a means, not an end,” he said. “Brands should start with the outcome they want—whether that’s faster production, better targeting, or higher ROI—and work backwards.” He also emphasised the need for a long-term view. “It’s not about shortcuts. It’s about investing in systems, partners, and talent that evolve with your business.”

Looking ahead, Yu says the leaders most likely to succeed will be those willing to experiment and iterate. “The ones who test early, fail fast, and learn quickly will lead the way.”

Reflecting on his long-standing passion for artificial intelligence, Yu traced his interest back to his university days—when AI was still largely an academic field. “We’re now moving toward an AI-everywhere society,” he said. “The question is no longer whether AI will shape the future—but how we, as humans, continue to create meaningful value within it.”