Cuttable has rebuilt its artificial intelligence (AI) software so that online brands can ask it which Facebook and Instagram ads to make next, not just have it make them. The new version plans ads, produces them and checks them against results in one place.
Chief executive Sam Kroonenburg put the problem plainly. “Making an ad has never been the hard part, it is knowing which one to make next,” he said. In his view, the images and videos inside ads, known in the trade as creative, are still made “one ad at a time”, much as they were three decades ago.
The update comes as the company shifts its weight towards the United States. Cuttable says it entered the United States a year ago and now earns 40% of its revenue there. It lists New York as its headquarters, with offices in Melbourne, Australia, where it started, and in San Francisco, where it is hiring.
To pay for that push, Cuttable has also disclosed an A$20M (Australian dollars) Series A round led by Airtree Ventures, a Sydney venture firm that first invested earlier this year. The company has not said when the round closed. It plans to spend the money on expansion and further work on the platform.
Briefs In, Finished Ads Out
The new platform starts by reading a brand’s website, social media accounts and style guidelines, then turns them into a brand strategy and a brand kit that the team can edit. Marketers write a brief in plain language and get back finished ads they can still change.
Those ads can draw on a brand’s own product photos and video, or on Shoots, Cuttable’s AI studio that creates new photo and video content and extends what a brand already has. Finished ads go straight into Meta Ads Manager, the tool businesses use to run campaigns on Meta’s Facebook and Instagram.
A feature called Ad Insights then pulls results back from Meta, the company says. It tracks how often viewers click, how often they stop scrolling to watch, and return on ad spend, meaning the sales an ad brings in for each dollar spent on it. Those numbers feed into the next brief, so new ads build on what worked before.
Cuttable’s website describes the same loop in three steps: predict what to make, build ads in volume and optimise them automatically. The site also lists links to TikTok, the online store builder Shopify, the email marketing service Klaviyo and several analytics tools, though the new release centres on Meta.
Results The Company Reports
Cuttable backs its approach with figures from its own platform, none of them independently checked. Across 280,000 ads and more than $320M spent on Meta advertising, it says roughly one ad in eleven earned back ten times its cost or more.
The company also says brands using it average a return of 4.4 times their ad spend, and that their account-wide return rises 37% after they switch. It adds that brands lift their output of new ads 3.4 times going into November.
More than 420 brands across the United States, Australia, New Zealand, Asia and Europe use the platform, the company says. Named customers include the athletic apparel brand lululemon and the skincare company Rodan + Fields. Cuttable’s own website gives a higher count, more than 450.
Funding And A Founder’s Second Act
Airtree has backed Kroonenburg before. He co-founded A Cloud Guru, an online cloud computing training business, and was its chief executive when the American learning company Pluralsight bought it in 2021. Airtree was an investor in A Cloud Guru too.
Airtree partner James Cameron said Cuttable has grown “much faster than our (already very high) expectations”. He said AI is turning ad creative “on its head”, and that Airtree is leading the round as Cuttable becomes “the leading system that performance marketers reach for to make content work harder”.
Kroonenburg started Cuttable in Melbourne in 2023 with Jack White, a co-founder of the Melbourne ad agency Sunday Gravy, and Ed Ring, a former marketer at the Australian vitamin brand Swisse. Cuttable was spun out of Sunday Gravy, and the Australian venture firm Square Peg led its A$5.5M seed round in 2024, with Rampersand also investing.
Square Peg also led a second seed tranche in 2025 that took the total to A$10M. Airtree then joined a smaller round earlier this year, as Cuttable set up a New York office. By then, around half of its inbound enquiries came from American brands.
A Crowded Field For AI Ad Tools
Meta itself offers generative AI tools in its ad system that create image variations from an advertiser’s original ad and suggest headlines and text. Brands can get basic versions that way without paying an outside vendor.
Other startups chase smaller customers, such as software that plans and runs marketing for small businesses. Cuttable aims at performance marketing teams at online brands, whose work is judged on the sales each ad brings in.
A Bigger Bet On American Brands
Cuttable now has a rebuilt platform meant to decide which ads to make, a Series A led by an investor that knows its founder, and a headquarters in New York. Most of the results it reports come from its own data.
The United States already supplies a large slice of its revenue, and the company is adding staff in San Francisco to serve it. Its customers can now let one piece of software plan, make and measure their Facebook and Instagram ads.
