How UA expert Claire Rozain scales creative production with AI

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With Pocket Gamer Connects Barcelona (June 3rd to 4th) just around the corner, we caught up with one of the event’s speakers, Claire Rozain, founder of RZAIN consulting.

This year, she has spent time working with AI-powered creative production spanning across countries and studios. At the centre of this is a new proprietary algorithm she has developed.

The engine combines market benchmarks, motivational signals and player behaviours to generate high-performance creatives, including the likes of advanced AI-generated content and immersive 3D trailers.

After achieving what she says were good results in North America, Rozain expanded into the Asia-Pacific region, where she now collaborates with studios in Australia, Japan and South Korea. 

“My creative framework helped partners increase Meta performance from two to 14+ IPM, cut CAC by over 40%, and drive up to 3.5x D7 ROAS through personalised AI-driven ad systems,” she says.

Discussing some of the biggest opportunities in today’s mobile games market, Rozain believes AI adoption is at the top, while also bringing with it key challenges. She sees studios with structured frameworks being able to slash testing costs by 60% and launch faster.

“AI lets you target the right player, with the right creative, on the right platform,” she says. “But without clear execution, it leads to fragmentation and brand dilution.”

Through Rozain’s recent work with AI, she shares that “creatives are the number one lever”. With the use of AI, she managed to generate 10 high-quality videos under €1,000, which reduced costs and opened other opportunities for her clients. 

She outlines various trends developers should watch: 

• AI-powered motif matching: “Identify creative hooks tied to user motivation, which can lift IPM by 3-5x.”
• Hybridcasual growth: “Combining casual UX with midcore depth, this genre is driving 30% of new installs in the US.”
• Personalised storytelling: “AI now tailors in-game experiences to each user’s playstyle, boosting retention and monetisation.” 

Mobile monetisation

Touching on other opportunities in the mobile market, Rozain mentions that changing monetisation models, such as Apple’s policy shift to allow for third-party payments, is presenting big changes for developers.

“Apple’s App Store change is reshaping monetisation, giving studios more control and up to 30% greater margins on transactions,” she states. 

Looking ahead, Rozain sees more opportunities in several areas of monetisation, with a shift to first-party stores being potentially adding “up to 30% more profit per IAP when redirected to the web”.

She also mentions playable ads and social stores, with the former being one of the most effective formats. For Rozain, the future lies in “deep personalisation across the entire funnel, from ads to onboarding to monetisation”.

Challenges facing the industry

While there are many new opportunities for studios, Rozain also discusses some of the hurdles that developers are facing.

“The top challenge is a talent skills gap,” she says.

As AI becomes more central to UA and production, she observes a delay in upskilling. “Many creatives and marketers haven’t upskilled, leading to slower adoption and inefficiencies.”

Another concern that Rozain notes is creative burnout.

“Creative fatigue is setting in faster,” she explains. “Top titles now test up to 30+ creatives a month just to stay competitive. Rozain predicts that “ad frequency will become a real impactful metric for ads”.

What’s next 

At Pocket Gamer Connects Barcelone, Rozain will take part in two panels: ‘The Evolution Of User Acquisition’ and ‘The Next Games Industry Frontier: AI Agents?’.

Rozain aims to discuss:

• The algorithmic logic for matching creative motifs to genre/market.
• Case studies: improvement from AI versioned RPG trailers.
• How small studios can compete against AAA level production with smart AI.

Learning more about user acquisition, AI and more at Pocket Gamer Connects Barcelone on June 3rd to 4th.