SuperPlay Marketing Chief Says AI Amplifies, Not Replaces, Creativity
At Calcalist and Google Israel’s AI Week, SuperPlay marketing vice president Noga Laron told Google Israel director Anat Horowitz that artificial intelligence is reshaping gaming, marketing, and the player experience. Laron argued that AI does not replace creativity, ideas, or processes, but instead pushes them forward.
Laron also discussed SuperPlay’s acquisition by Playtika, saying the transition has been smooth and positive because SuperPlay kept its distinctive DNA. She said the company remains highly independent, making bold and creative decisions in both marketing and product development, and that this autonomy helped drive its success in 2025 and is expected to support 2026 as well. Employees, she said, still feel full ownership of the company and its products, while also benefiting from Playtika’s scale, easier commercial deals, and access to the larger group’s functions.
On products, Laron said each title has its own life cycle. Older games are being expanded into new territories and optimized for existing audiences, while Disney Solitaire, one of the biggest launches in Israel and globally, is still in an early growth phase with room to add networks and improve player targeting. She said the company moved quickly to strong results but is far from exhausting the game’s potential.
Laron said AI has changed industry dynamics, making it possible for smaller, skilled teams to do work that once required 50 people or more, but business strategy remains essential. SuperPlay, she said, does not have a written AI strategy, instead it built one from the ground up by finding real bottlenecks, manual processes, and opportunities across teams. The company uses AI where a weeklong process can be reduced to hours, including messaging, player communications, operations, and data monitoring.
In marketing, she said generative AI was not adopted just to produce ads, but to deepen audience understanding first, then scale winning creative faster. AI now helps SuperPlay generate dozens of ad variations and translate them into multiple languages. Still, she warned that AI can produce huge amounts of output, and without a clear organizational direction it will not necessarily lead to the right outcomes.
