AI-generated creative gets more clicks. However, it sells less when the product is expensive. Based on a dataset of 50,000+ ad variations, AI-generated creatives show a 12% higher CTR than human-made ones. But conversion drops 8% on purchases above $100. Above $500, the gap widens to 14%. The picture is simple yet uncomfortable: AI excels at capturing attention but struggles to qualify intent in complex, expensive decisions. The takeaway isn't that AI is bad; it's that AI and humans excel at different stages of the decision-making process. The question is which agencies account for this in their production process and which are just chasing cheap CTR. Where does AI's job end and a human's begin in your production process?