116: Smart Ads at Scale with Hikari Senju

What if AI could turn ad creative from art to science?

Ad creative is the black box of advertising. It drives 49% of sales, more than brand or distribution, yet it's the least understood part of any campaign. Hikari Senju, founder and CEO of Omneky, is changing that. With a Harvard computer science degree and a childhood spent between his painter father's art studio and his grandfather's tech career at IBM, Hikari saw something in 2015 that most people missed: generative AI could revolutionize advertising at scale.

In this episode of The Marketing Umbrella Podcast, Hikari shares how he built Omneky years before the market was ready. He talks about selling his first startup, the shift from agencies to in-house marketing teams, and why timing in tech means everything. Whether you're wondering how AI fits into your workflow or trying to stay ahead without getting left behind, this conversation will change how you think about creative production.

Whether you're running an in-house marketing team, trying to figure out if your agency model still works, or just wondering how to keep up with AI without getting left behind, this conversation will challenge how you think about creative production, data-driven optimization, and what it really takes to build something that lasts.

 

Here are the key takeaways from the conversation:

 

• Creative drives 49% of sales. It's the most important lever for growth, yet it remains the biggest black box in advertising.
• Starting early gives you an advantage. Even if the market isn't ready, being first lets you learn faster and build momentum while others wait.
• Start building your brand now. By the time customers are ready to buy, you want to be the name they remember.
• In-house marketing is the trend. Self-serve media buying killed the agency gatekeeping model, creating demand for better internal tools.
• Come for the creative, stay for the workflow. Quality ad generation gets customers. Data-driven optimization keeps them.
• Business fundamentals don't change. Even in fast tech, delivering value and driving real results still matter most.
• Focus on winning customers first, profits later. In a fast-growing space, getting more users matters more than making money right away.
• Stay ahead or get left behind. Technology advances quickly. Miss one shift and someone else takes your position.

 

Closing thought: "You come for the creative and you stick around for the workflow.”

Listen to the full conversation here:

• YouTube:  https://www.youtube.com/@umbrellamicroenterprises
• Apple Podcast: https://podcasts.apple.com/us/podcast/the-marketing-umbrella-podcast/id1564111428
• Spotify: https://open.spotify.com/show/4CoiR10nazd9zVIStLkcjk

 

Connect with Hikari:

• LinkedIn: https://www.linkedin.com/in/hisenju/
• Omneky: https://www.omneky.com/

Please leave us an honest rating on Spotify, YouTube, or Apple Podcasts.

To learn more about Umbrella and to connect with CEO Itamar Shafir, go to ⁠https://umbrellaus.com