The New Rule of Marketing: Quality + Volume = Qualume

11 Jun 2026 · 1 min

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In this brief segment, Elliott Botterill introduces the concept of "qualume," a portmanteau of quality and volume, as the new rule of marketing. He explains that traditionally marketers faced a trade‑off: increasing the volume of ad creatives required sacrificing some quality because human capacity to create and test was limited. With AI‑driven tools, however, marketers can now dramatically boost the number of creatives they produce and test without compromising quality. Botterill frames this shift as a fundamental change in how marketing results are generated, emphasizing the opportunity to leverage technology to scale creative output efficiently.

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You gotta focus on qualume. Yes, you heard that correct. So qualume is the merging of quality and volume, 'cause we all know there's a direct correlation between the volume of creative produced and tested and the volume of results that you get. However, we always made a sacrifice and we would always be willing to do more volume and sacrifice quality a little bit 'cause we were only humans and we only have so much capacity. But obviously we live in the AI empowered age And so we are now able to use technology to significantly boost and increase the volume of ad creatives that we put out there. And that is awesome.