Dynamic Creative, also known as DCO (Dynamic Creative Optimization) or Data-Driven Creative, aims to use data and technology to communicate more effectively. This mechanic allows each user to see a personalized creativity with the message or product best suited to him. Using Artificial Intelligence, we can dynamically adapt which creativity and copy each user is exposed to, based on behavioral, demographic, product or revenue-based factors, as well as external factors (such as weather or geo-location).