New platform shows brands which ads to run next using their own data, then makes it for them. Airtree leads the round, with seed investor Square Peg returning.
MELBOURNE, Australia, Oct. 22, 2026 /PRNewswire/ — Melbourne-founded Cuttable has relaunched its platform to show brands which ads to run next, built from their own results, catalogue and creative, backed by A$20 million in Series A funding led by Airtree Ventures. Square Peg, which led Cuttable’s seed round, returned for the Series A alongside existing investors Rampersand and Glitch Capital.
Where most AI tools generate ads from a prompt, Cuttable starts from what a brand already has: how its ads have performed, what it sells and the photography and video it owns. The result is ads that learn. Cuttable will use the funding to grow its teams in Melbourne, New York and San Francisco and build out the platform.
Brands are making more ads than ever, and most of them don’t perform. Cuttable’s analysis of more than 280,000 ads and US$260 million in Meta spend run by 680 ecommerce brands over the past year found it takes a brand around 42 ads to find one that meaningfully moves the business. Just 1 per cent of ads earned half of all attributed revenue. Nearly half lost money, more than a third earned nothing at all, and the median ad stopped receiving meaningful spend within about two weeks. Whatever that ad could have taught the brand usually went with it.
The pressure is rising: brands launch 3.4 times as many ads a day in November as in October in the lead up to Black Friday, while the cost of a click has climbed 35 per cent over six quarters as click-through rates fell 22 per cent.
Cuttable works in three steps:
- Predict what’s next. Cuttable’s AI reads results across a brand’s connected channels and works out which ads to make next, or builds from the marketer’s own idea.
- Build at volume. Every ad is cut from the brand’s own photos and footage, in every format, ready to edit and approve.
- Optimise automatically. Ads publish straight to Meta or TikTok, and every result feeds back into the next round.
Until now, Cuttable built the ads. The new platform adds the steps either side: working out what to make, and learning from what each ad earned. It draws on performance from Meta and TikTok, catalogue and stock from Shopify, and data from tools such as Klaviyo, ProfitPeak, Triple Whale, North Beam and Motion. For a brand on Shopify, a product about to sell out gets a different ad to one the business needs to move.
CEO and co-founder Sam Kroonenburg, who founded A Cloud Guru and sold it in 2021 for more than US$2 billion, said the industry had been solving the wrong half of the problem. “Everyone has taught AI to make ads. Almost nobody has taught the ads to learn. Every ad a brand runs tells it something about its customers, but most teams switch it off and start the next one from scratch. We hold onto what each ad learned and put it straight into the next. It’s what we set out to build from day one, and I’m incredibly proud of the team for getting us here. Early customer feedback has been amazing.”
The platform starts from creative designed by real people, using the brand’s own shoots, photography and assets. AI does the heavy lifting, and the data steers it, while every ad stays layered and editable, so the brand’s team retains judgement and final approval.
Cuttable works with more than 440 ecommerce brands across the United States, Australia, New Zealand, Asia and Europe, including lululemon, Cotton On, July, Kathmandu and Conserving Beauty. Brands average a 4.4 times return on ad spend after moving to Cuttable with campaigns live in a day instead of two to three weeks.
Airtree Ventures partner James Cameron, whose firm also backed A Cloud Guru, said: “Since we backed Cuttable’s seed round, their growth has been much faster than our (already very high) expectations. The world of ad creative is being turned on its head by AI, and we’re excited to lead this round as Cuttable becomes the leading system that performance marketers reach for to make content work harder.”
Cuttable’s investors also include Brand Fund by Previously Unavailable, the venture studio behind martech companies Ideally and Tracksuit, which has supported the company since seed.
The launch lands five weeks before Black Friday on 27 November, the busiest stretch of the year for ecommerce advertising.
The new platform is available now at cuttable.com.
ABOUT CUTTABLE
Cuttable is the AI ad platform that learns, used by more than 440 ecommerce brands across the United States, Australia, New Zealand, Asia and Europe. Founded in Melbourne, Cuttable has teams in Melbourne, New York and San Francisco.
Cuttable turns a brand’s existing photography, video and business data into on-brand ads for Meta and TikTok. Marketers describe what they want in a sentence; Cuttable builds every format and publishes it, then reads the results back so the next batch starts from what worked.
To learn more, visit cuttable.com.
High-res founder and platform imagery is available HERE.
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