AI creative tools market is big enough for Melius and rivals

Instead of helping marketers manage and optimize ad spend, the team chose to focus on what it saw as a much larger opportunity: building the tools that generate the creative assets and campaigns themselves. “We scrapped the entire codebase; we burned all of it,” Kim said. Melius quickly went to work on an entirely new product. Nearly a year after its initial launch, it revealed a platform that it describes as an “agents lab for creative work.”