Will Ritter
ON THE RECORD · 9 verbatim quotes · every quote source-verified
“AI has really revolutionized the industry and the groups and companies, I think like … like ours that are taking advantage of the tools and are willing to take risks will be the ones that have the most success,”
Will Ritter · said date not stated · reported 2026-10-05
Ritter said AI has revolutionized the industry and that groups willing to take risks with the tools will have the most success.
“went from last cycle doing basically doing nothing with AI to most of our ads now have some AI component.”
Will Ritter · said date not stated · reported 2026-10-05
Ritter told Fox News Digital that his agency Poolhouse has shifted to incorporating AI into most of its ads.
“There are so many things we can do now – save time,”
Will Ritter · said date not stated · reported 2026-10-05
Ritter highlighted the time-saving opportunities AI provides for campaign ad production.
“The good news is that it’s really cool technology. It allows a lot of people to make stuff. You can make almost anything,”
Will Ritter · said date not stated · reported 2026-10-05
Ritter praised the creative possibilities of AI technology while cautioning that skill is still needed.
“we have professionals who know how to use and integrate them, and they also know the point of this is to have a good ad that can be done faster and cheaper now but still maintains the main point, which is to communicate a message, not to show off cool visual tech.”
Will Ritter · said date not stated · reported 2026-10-05
Ritter noted that Poolhouse professionals integrate AI to produce good ads faster and cheaper while keeping the focus on communicating a message.
“The people that win tend have a message that resonates and is communicated clearly and consistently and just getting attention doesn’t do the whole job,”
Will Ritter · said date not stated · reported 2026-10-05
Ritter emphasized that winning requires a clear, resonant message rather than merely attracting attention.
“You still need to be able to know what you’re doing with the tools.”
Will Ritter · said date not stated · reported 2026-10-05
Ritter added that despite the power of AI tools, users still need to know how to wield them effectively.
“Spencer Pratt made some unbelievable cool ads we’ve never seen before. They went super viral. Then he came in third.”
Will Ritter · said date not stated · reported 2026-10-05
Ritter cited Spencer Pratt's viral AI ads as an example of attention-grabbing content that did not translate into electoral success.
“It’s a huge opportunity, but you still need people who can use the tools correctly, and you have to have some restraint.”
Will Ritter · said date not stated · reported 2026-10-05
Ritter called AI a huge opportunity but cautioned that people must use the tools correctly and with restraint.