Meta ads creative was the limit on Mother Root’s growth, because its briefs could not keep up. With Yolodex, it now turns ad data, reviews and customer interviews into near production-ready briefs. Zaeem Bhanji, CEO of Yolodex, told the story with Mother Root at aiblLIVE London 2026.
The fast-growing drinks brand relies on paid social in the US. Within two weeks of onboarding, it had five AI-built briefs in its creative sprint and new personas its team had missed. Here is how it works.
All figures as stated on stage by Mother Root and Zaeem Bhanji.
Because efficient spend on Meta depends on how many good ads you can put live. Mother Root’s agency launched 20 to 30 ads a month, aimed mostly at one persona. An in-house strategist widened the personas, but still produced only about one brief a week. Each ad needs a clear reason to buy for a specific persona.
By combining data people struggle to read together. Yolodex pulls in the ad account, Mother Root’s own reviews, competitors’ reviews and customer interviews. It turns them into briefs that are almost ready for production, then updates its hypotheses as each ad goes live.
What AI is brilliant at is understanding structured and unstructured data and putting them together and actually turning that into something that we can then use.
Thomas Beverley, Mother Root
New personas worth putting many ads behind. In the US, customers kept asking whether the drink had sugar or artificial sweeteners. Mother Root’s British team had assumed that was obvious. Without Yolodex, it says, it would not have found the insight, and ads built on it went into production that week.
Mother Root lets the creative do the targeting. It uses broad audiences with no lookalikes, and puts all its ads into one ad set so Meta decides where spend goes. When an ad wins, the team makes more on the same message and persona, with a different feel or a seasonal twist.
Our goal is to use Meta as the core experimentation engine of the business.
Zaeem Bhanji, CEO, Yolodex
Zaeem Bhanji is CEO of Yolodex and previously worked on the Meta AI team. He was joined by Thomas Beverley, who has helped Mother Root with growth since June last year. They spoke on the Growth track at aiblLIVE London on 20 October 2026.
If your paid social growth is capped by how fast you can brief, this is the model to borrow. The full PDF goes deeper than this page, in the speakers’ own words.
For growth leads, CMOs and paid social teams at direct-to-consumer brands. Five pages, about a seven-minute read.
