Tech products are notoriously hard to advertise visually—you can’t just slap a logo on a piece of software and call it a day. In this session from Creatives and Conversions 2026, Shlomo Genchin reveals his step-by-step AI workflow for turning abstract tech features into scroll-stopping visual analogies that drive high hold rates and conversions.
The Problem with Tech Ads
If you make ads for tech products, you already know the struggle: finding a truly creative visual for something entirely abstract is incredibly difficult. Unlike consumer brands that can rely on beautiful product shots, software is inherently invisible.
But as Shlomo Genchin explains, marketers can take a page out of Forrest Gump’s playbook. When Forrest says, “Life is like a box of chocolates,” he takes an abstract, confusing concept (life) and compares it to something familiar and visual. This is the core of a visual analogy, and it is the secret weapon for making B2B and tech ads eye-catching and memorable.
The 3-Step Framework for Visual Analogies
Shlomo Genchin breaks down his creative process for building top-performing campaigns for brands like ExpressVPN and HiBob into a repeatable, AI-assisted framework:
1. Find a Relatable Problem (The 3-Second Research)
Don’t focus on the technical features; focus on the human feeling. Shlomo Genchin uses AI (like Claude) to generate a two-column table comparing Practical Problems (e.g., public Wi-Fi exposes login credentials) with Personal Problems (e.g., you feel like someone is always looking over your shoulder). The emotional, personal problem is your creative starting point.
2. Find the Visual Analogy
Once you have the emotional hook—like “feeling watched”—you need a visual representation. Using a custom-trained AI prompt, Shlomo Genchin generates lists of visual analogies. For ExpressVPN, this led to the concept of pareidolia (when inanimate objects look like faces), resulting in a striking ad featuring a creepy wall outlet staring at the viewer.
3. Write the Copy: “First Say it Straight, Then Say it Great”
Don’t overcomplicate the messaging from the start. Write your core message as plainly as possible (e.g., “People feel watched online”). Then, use AI to apply specific copywriting techniques—like alliteration, rhyme, or pain-point questions—to transform the plain text into a catchy headline.
Expanding into Video: The PAS Formula
Visual analogies aren’t just for static images. For a highly successful HiBob campaign, Shlomo Genchin used Reddit Answers to discover how HR managers talk about their daily frustrations. The overwhelming consensus? They hate “email ping-pong.”
Taking that analogy literally, his team created a video script structured around the classic PAS Formula:
- Problem: An employee requests time off by serving a literal ping-pong ball.
- Agitation: The HR manager returns the serve with a missing form, escalating into a chaotic rally of missing sections and attachments.
- Solution: The ping-pong stops, and HiBob is introduced as the one-click solution.
The result? One of the highest hold rates in the client’s history for top-of-funnel video ads, paired perfectly with static retargeting ads to drive the final conversion.
🎥 Watch the Full Session
Want to see the exact AI prompts Shlomo Genchin uses to generate these analogies, or watch the hilarious HiBob ping-pong ad in action?
Watch the full video to unlock Shlomo Genchin’s complete workflow and grab the link to his curated cheat sheet of prompts, scales, and storyboarding tools.
This article is based on a session from Creatives and Conversions 2026, brought to you by the Growth Marketing Pros community. Stay tuned for more cutting-edge strategies from top industry experts.
