From navigating naval vessels to pioneering ad tech solutions, John Cole’s career trajectory has been anything but conventional. As Chief Customer Officer at Ezoic, Cole brings the precision of his Royal Navy background and the entrepreneurial spirit that drove multiple successful ventures to his current mission of empowering digital publishers.
After selling his ad network Mediarun to Adknowledge in 2007, Cole led their Cubics Social display division and Super Rewards Virtual Currency platform across Europe and Australia. This frontline experience in early social media and mobile game monetization gives him a distinctive perspective on today’s digital transformation challenges.
What distinguishes Cole in conversations about innovation and AI is his insistence on practical applications over theoretical possibilities. Having built systems designed specifically for multivariate testing and data-driven decision-making, he approaches these topics not as abstract concepts but as tangible tools that solve real business challenges.
In this candid exchange, Cole shares his no-nonsense perspectives on building innovative cultures, the true potential (and limitations) of AI in creative processes, and how brands can cultivate authentic connections in an increasingly tech-mediated world.
John, we hear a lot about innovation culture these days, but what does that actually look like in practice? How have you managed to foster that at Ezoic?
When we first started Ezoic, we made experimentation a part of our process, not a special event. We gave our teams the freedom, time, and budget to test ideas. Failures should be learning moments, not punishments. It’s how you move forward.
That sounds great. Recognizing that taking risks can be scary for both leaders and their teams, how do you encourage risk-taking without compromising results?
Test small, scale fast. Run controlled experiments (we built a whole system for multivariate testing). We got on top of measuring impact and iterating again. We made it easy for our customers (and still do!) to introduce changes on a small percentage of traffic first – and let the data decide what moves forward.
Is there a specific initiative or practice you’ve implemented that’s had a noticeable impact on your team’s culture?
Radical transparency. We share data and decisions openly, so everyone understands the bigger picture. It builds trust and drives better ideas. Being open and honest – cutting to the chase. These are all things we aim to maintain.
Shifting gears a bit to AI – there’s so much noise around it these days. What do you think people are getting wrong about AI’s role in content creation?
That it replaces creativity. AI generates content but humans give it context and meaning. If you learn about how neural nets and particularly transformers – the T in GPT – work, it’s more about accurate predictions than anything else. AI is a super tool – it’s going to change the world for sure – but it’s a tool, not a creator. I think of it as a muse and PA rolled into one – for everyone in our company.
Can you share a concrete example where you’ve seen AI enhance creativity rather than replace it?
I know this will sound like a planted answer, but it’s not (haha) – I’d say video production. AI automates editing and tagging, but storytelling – the part that matters – is still human. As I said before – AI is the muse. The meaning and context must come from humans.
That’s a refreshing perspective. With all the potential of AI, there are clearly some ethical considerations too. What should brands be thinking about when incorporating AI into their processes?
Bias and transparency. AI reflects the data it’s trained upon. Brands must monitor the outputs and make sure it a) makes sense and b) is reasonable (not unfair – e.g. contains racism, or far left ideological biases). We need to be upfront about how AI is trained and be aware of it. To be real – it takes other people’s content and rehashes it into something new. That’s the same as artists – taking inspiration from other artists or writing to a story arc that’s been around for a thousand years… but be honest about what’s ‘new’.
Looking beyond the capabilities of AI today, what’s next? Where do you see it heading?
True personalization: I can see a world where experiences are for individual users, not just optimizing for averages.
Let’s talk about brand storytelling. You’ve been involved with multiple successful ventures. How do you craft a compelling narrative for a brand?
Start with what problem you’re solving, not the product. Show how you help (I say this to new staff members – remember ‘how can I help,’ not ‘what’s in it for me’). Keep it real and own your mistakes. Make the customer the hero if you can – or at least give them the tools to become the hero (in our case).
What’s one common mistake you see brands make when they’re trying to build audience connections?
Trying to appeal to everyone. Strong brands take a stand – clarity attracts the right people. Dare to be different.
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As John illustrates, innovation thrives when technology enables human creativity. At Synima we transform brand objectives into compelling visual stories that resonate with audiences, combining cutting-edge tools with strategic creative expertise. Ready to build a culture of innovation that drives meaningful connections? Let’s talk.
Head of Marketing at Synima