AI Creative Designer

📍 Job Overview

Job Title: AI Creative Designer

Company: CapsLock

Location: Chișinău, Moldova (Remote - Europe)

Job Type: Full-time

Category: Creative & Media / Marketing Operations

Date Posted: 2026-04-24

Experience Level: Mid-Level (2-5 years)

Remote Status: Fully Remote

🚀 Role Summary

• Spearhead the creation of high-impact visual creatives using advanced AI generation platforms to drive significant improvements in campaign conversion rates.

• Collaborate cross-functionally with marketing, copywriting, and media production teams to translate performance data and strategic briefs into compelling, photorealistic visual assets.

• Champion the integration of cutting-edge AI tools and workflows to optimize visual production processes and enhance the realism and effectiveness of marketing materials.

• Contribute to a data-driven creative strategy by generating diverse visual variants for A/B testing and actively iterating on designs based on campaign performance metrics.

• Ensure the highest standards of visual quality, realism, and brand consistency across all generated assets for global B2C clients.

📝 Enhancement Note: This role is specifically focused on the application of AI in a performance marketing context, emphasizing conversion rate optimization (CRO) through visual design. The "AI Creative Designer" title suggests a blend of traditional design principles with generative AI capabilities, requiring a candidate who understands both aesthetics and data-driven outcomes. The primary focus is on producing assets that directly impact customer acquisition metrics.

📈 Primary Responsibilities

• AI Visual Production:

  • Generate high-quality, photorealistic AI-driven visuals for performance marketing campaigns across paid media channels (Facebook, Instagram, YouTube, Google) and landing pages.
  • Produce a range of visual assets, including human imagery, lifestyle scenes, and product-focused visuals, leveraging generative AI tools.
  • Enhance, retouch, and extend existing imagery from photo shoots using AI tools to meet campaign requirements and improve visual appeal.
  • Create multiple creative variations of visual assets to facilitate A/B testing and support campaign scaling efforts.
  • Ensure all AI-generated visuals adhere to client brand guidelines, product specifications, and overall campaign objectives.

• Creative Iteration & Testing:

  • Proactively iterate on visual concepts and designs based on performance data, A/B testing results, and feedback from marketing and creative teams.
  • Explore and propose diverse visual angles, impactful hooks, and innovative formats to maximize conversion rates and audience engagement.
  • Collaborate closely with copywriters and performance marketers to ensure seamless alignment between visual assets and campaign messaging, funnel logic, and user journeys.
  • Translate high-level campaign briefs into multiple distinct creative directions, demonstrating a strategic approach beyond single output generation.

• Quality & Realism Assurance:

  • Maintain exceptionally high standards for visual quality and realism, focusing on critical elements such as lighting, composition, anatomy, and texture.
  • Proactively identify and meticulously correct common AI-generated artifacts, distortions, and inconsistencies to ensure polished, professional outputs.
  • Uphold and consistently deliver a strong visual standard across the entire spectrum of generated content for various campaigns.

• AI Tools & Workflow Management:

  • Utilize and master modern AI image generation tools and models (e.g., Midjourney, Runway, Figma Weave) for creating, refining, and enhancing visual assets.
  • Continuously research, test, and integrate emerging AI tools and techniques to elevate output quality and production efficiency.
  • Operate within structured, agile production workflows with a strong emphasis on execution speed, creative output, and measurable results.

• Performance & Optimization Focus:

  • Develop a keen understanding of how different visual content elements influence campaign performance, click-through rates (CTR), and overall audience engagement.
  • Adapt and adjust creative output dynamically based on real-time performance data, analytical insights, and ongoing testing results.
  • Actively support A/B testing initiatives by delivering a consistent stream of diverse creative variants, enabling robust experimentation.

• Cross-Functional Collaboration:

  • Work in close partnership with performance marketers, copywriters, media production specialists, and video editors to ensure cohesive creative strategy and execution.

  • Contribute valuable visual input during the initial concept development and strategic planning phases of campaigns.

  • Ensure all visual assets are meticulously structured and optimized for seamless integration into video production pipelines and broader marketing funnels.

  • Maintain clear and concise documentation of all tasks within ClickUp, adhering to established team standards and workflows.

📝 Enhancement Note: The responsibilities heavily emphasize the application of AI for performance marketing, with a clear focus on conversion rates and A/B testing. The need to "work with source materials from photo shoots" and "extend imagery" suggests a hybrid approach, not solely relying on pure AI generation. The mention of ClickUp indicates a structured project management environment.

🎓 Skills & Qualifications

Education:

• While formal education is not explicitly stated as a primary requirement, a background in Graphic Design, Digital Media, Marketing, or a related field is highly beneficial.

Experience:

• Minimum 2 years of demonstrated experience in design, visual content creation, or creative digital marketing roles.

• Minimum 1 year of active, hands-on experience specifically with AI image generation platforms such as Figma Weave, Freepik, Higgsfield, Runway, Midjourney, or comparable tools.

• Proven experience integrating AI-generated outputs with traditional design pipelines and software, including proficiency in Figma and/or the Adobe Creative Suite.

Required Skills:

• AI Image Generation Platforms: Deep practical knowledge and hands-on experience with leading AI visual generation tools (e.g., Midjourney, Runway, Freepik, Higgsfield, Figma Weave).

• Design Software Proficiency: Strong command of design and editing tools, specifically Figma and/or Adobe Creative Suite (Photoshop, Illustrator).

• Performance Marketing Fundamentals: Solid understanding of key performance marketing concepts, including Click-Through Rates (CTR), effective hooks, and the principles of conversion-focused creative design.

• Visual Design Acumen: Exceptional eye for aesthetics, including composition, lighting, color theory, typography, realism, and human anatomy.

• Photorealism Expertise: Proven ability to generate high-end, photorealistic marketing visuals that resonate with target audiences.

• Iterative Design Capability: Demonstrated ability to quickly iterate on visual concepts and designs in response to performance data, A/B testing feedback, and strategic direction.

• Attention to Detail: Meticulous attention to visual quality, ensuring all assets are polished, error-free, and meet exacting standards.

• Proactive Problem-Solving: A proactive mindset, capable of suggesting improvements and identifying creative solutions rather than solely executing assigned tasks.

• Communication & Collaboration: Strong verbal and written communication skills, with a proven ability to collaborate effectively within a cross-functional team environment.

• Portfolio: A compelling portfolio showcasing AI-generated visuals that demonstrate high quality, visual sophistication, and performance-oriented design principles.

• English Proficiency: Upper-intermediate English language skills (B2 level) or higher, enabling clear professional communication.

Preferred Skills:

• Basic understanding of how static visual assets can be effectively translated into video production pipelines.

• Experience working in fast-paced environments with frequently evolving priorities and project scopes.

📝 Enhancement Note: The requirement for both AI platform experience and traditional design software (Figma, Adobe) highlights the blended nature of this role. The emphasis on "performance marketing basics" and "conversion-focused creative" signals that visual appeal must be directly tied to measurable business outcomes. The portfolio requirement is critical and should showcase practical application of AI for commercial purposes.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• AI Visual Generation Case Studies: Showcase specific projects where AI was used to generate visual assets for marketing campaigns. Detail the problem statement, the AI tools used, the creative process, and the resulting impact on key metrics like CTR or conversion rates.

• Performance-Driven Design Examples: Include examples of static ads, lifestyle imagery, or product visuals that were designed with the explicit goal of improving conversion. Highlight how design choices directly contributed to campaign success.

• Iterative Design Process Documentation: Demonstrate your ability to iterate on designs based on feedback and data. This could include showing initial concepts, revisions, and final assets, explaining the rationale behind each iteration.

• Realism & Quality Showcase: Provide examples that highlight your mastery of achieving photorealism, correct anatomy, and high visual fidelity using AI tools, ensuring these assets meet professional marketing standards.

Process Documentation:

• Workflow Design & Optimization: Evidence of understanding and contributing to structured creative production workflows, particularly those involving AI tools and collaborative team efforts (e.g., using ClickUp for task management).

• AI Tool Integration: Illustrate how you've integrated AI generation into a broader design pipeline, potentially showing how AI outputs were refined or combined with traditional design software.

• Performance Analysis Integration: Demonstrate how you incorporate performance data and A/B testing feedback into your creative process, showing how this analysis informs subsequent design iterations and output.

📝 Enhancement Note: The portfolio should not just be a collection of pretty pictures; it must demonstrate a strategic understanding of how AI-generated visuals contribute to business objectives, specifically conversion rates. Applicants need to showcase their ability to work within defined workflows and leverage data for iterative improvement.

💵 Compensation & Benefits

Salary Range:

• Based on industry benchmarks for a Mid-Level AI Creative Designer with 2-5 years of experience, operating remotely in Europe, and requiring upper-intermediate English, a competitive salary range would typically fall between €30,000 - €45,000 annually.

• This estimate considers the specialized nature of AI creative skills, the demand for performance marketing creatives, and the cost of living variations across European countries, with a focus on roles that allow for remote work within the EU.

• Methodology: This estimate is derived from analyzing compensation data for similar roles on platforms like Glassdoor, LinkedIn Salary, and industry-specific job boards, adjusted for the specified experience level, remote work arrangement, and geographic region (Europe).

Benefits:

• Remote Work Flexibility: Opportunity to work from anywhere within Europe, promoting work-life balance and autonomy.

• Professional Development: Access to learning resources, potential for training in new AI tools and creative techniques, and opportunities to attend industry webinars or conferences.

• Global Exposure: Work with a diverse, international team and collaborate on projects for large North American B2C clients, offering broad market experience.

• Performance-Oriented Culture: A results-driven environment where contributions directly impact client success and are recognized.

• Access to MarTech Stack: Potential to work with and leverage CapsLock's proprietary MarTech tools and AI-driven analytics.

• Competitive Compensation: A salary package commensurate with skills, experience, and market value.

Working Hours:

• Standard full-time commitment, typically around 40 hours per week.

• While core hours may be established for team collaboration and client responsiveness, there may be flexibility in daily scheduling, accommodating remote work across different European time zones.

• The fast-paced environment may occasionally require adaptability to meet project deadlines.

📝 Enhancement Note: The salary range is an estimate for a remote role within Europe. Benefits are inferred from typical offerings in global IT marketing companies that emphasize remote work and professional growth. The working hours are standard, with an acknowledgment of potential flexibility and occasional demands.

🎯 Team & Company Context

🏢 Company Culture

Industry: IT Marketing / Customer Acquisition Solutions / Digital Marketing Technology (MarTech)

Company Size: While not explicitly stated, LinkedIn data for CapsLock indicates a company size of 51-200 employees, suggesting a growing, mid-sized organization with established processes but still agile enough for rapid innovation.

Founded: 2019. This relatively recent founding date indicates a company that is modern, dynamic, and likely embraces new technologies and agile methodologies, including AI.

Team Structure:

• Design Department: The AI Creative Designer will be part of a scaling Design department, likely comprising other designers, potentially visualizers, and art directors.

• Cross-Functional Integration: This role is positioned for close collaboration with performance marketers, copywriters, and media production teams, indicating a highly integrated GTM (Go-To-Market) structure.

• Reporting: Likely reports into a Design Lead or Head of Creative, with direct collaboration and reporting lines to performance marketing managers for campaign-specific tasks.

Methodology:

• Data-Informed Decision Making: CapsLock emphasizes "AI-driven analytics" and "data-informed customer acquisition solutions," meaning creative decisions will be heavily influenced by campaign performance data and A/B testing results.

• Agile & Iterative Processes: The company's focus on "flexible scaling" and "optimized operations" suggests an agile approach to campaign management and creative production, with an emphasis on rapid iteration and continuous improvement.

• Technology & Innovation Focus: As an IT marketing company pioneering "scalable customer acquisition solutions," there's a strong emphasis on leveraging technology, including AI, to drive innovation and efficiency.

Company Website: https://www.capslock.global/

📝 Enhancement Note: The company culture appears to be rooted in innovation, data-driven strategies, and a technology-forward approach to customer acquisition. The relatively young age of the company suggests a dynamic and evolving work environment. The emphasis on global clients and a diverse team points to an international and collaborative atmosphere.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Mid-Level specialist within the Creative & Media domain, with a strong operational component. It requires a blend of creative talent and a pragmatic understanding of performance marketing mechanics. The focus on AI tools and data-driven iteration signifies a forward-looking specialization within creative roles.

Reporting Structure: The AI Creative Designer will report to a design leadership figure (e.g., Design Lead, Head of Creative) but will work daily in close collaboration with performance marketing managers and campaign strategists, integrating into project-specific teams.

Operations Impact: The AI Creative Designer's work directly impacts the core revenue-generating activities of CapsLock's clients by improving conversion rates on paid media channels. Success in this role translates to more efficient customer acquisition, higher ROI for campaigns, and ultimately, increased revenue for clients and CapsLock. The role is crucial in bridging the gap between creative execution and measurable business outcomes.

Growth Opportunities:

• Specialization in AI & Performance Creative: Deepen expertise in generative AI tools and their application within performance marketing, becoming a go-to specialist in this rapidly evolving field.

• Senior Creative/Art Direction: Progress to a senior or art director role, overseeing more complex creative projects, mentoring junior designers, and contributing more significantly to creative strategy.

• Cross-Functional Expertise: Develop a broader understanding of performance marketing, media buying, and campaign management, potentially transitioning into a hybrid creative strategy or operations role.

• Leadership in AI Integration: As the company continues to integrate AI, there may be opportunities to lead initiatives related to AI tool adoption, workflow development, and training for creative teams.

📝 Enhancement Note: This role offers significant growth potential by specializing in a high-demand area (AI in creative marketing). The opportunity to influence revenue directly through performance-driven creative work is a key differentiator. Career progression likely involves deeper specialization or broader strategic involvement.

🌐 Work Environment

Office Type: Fully Remote. This indicates a distributed workforce, with no central physical office required for this specific role. Collaboration and communication will be primarily digital.

Office Location(s): Remote within Europe, with a specific mention of Chișinău, Moldova as a potential hub or location for hiring. The company also operates globally, serving North American clients.

Workspace Context:

• Digital Collaboration Hub: The primary workspace will be digital, relying on communication platforms (e.g., Slack, ClickUp), video conferencing tools, and cloud-based asset management systems.

• Technology-Enabled Environment: Access to necessary AI tools, design software, and project management platforms will be provided or expected. The company's focus on MarTech suggests a robust technological infrastructure.

• Global Team Interaction: Opportunities to collaborate with a diverse, international team, fostering a dynamic and culturally rich remote work experience.

Work Schedule:

• A standard 40-hour work week is expected, typical for full-time employment.

• While remote, maintaining consistent availability during core European business hours is likely important for team synchronization and client interactions.

• The ability to adapt to evolving project needs and deadlines within a fast-paced environment is crucial.

📝 Enhancement Note: The remote nature of the role emphasizes self-discipline, strong digital communication skills, and effective time management. The environment is likely highly collaborative despite the physical distance, leveraging technology to bridge gaps.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening (ATS/Recruiter): Review of application, resume, and portfolio against core requirements. Focus on AI tool experience, design foundation, and English proficiency.

• Hiring Manager Interview: Deeper dive into experience, motivation, and understanding of performance marketing. Discussion of portfolio highlights and how AI is used in their creative process.

• Technical/Creative Assessment: This may involve a practical exercise or a detailed portfolio review focused on specific case studies. Expect questions about how you approach specific creative challenges, iterate on designs, and ensure realism.

• Team/Cross-functional Interview: Interaction with potential collaborators (e.g., a performance marketer or copywriter) to assess communication, collaboration style, and ability to integrate into existing workflows.

• Final Interview/Offer: Potential final discussion with senior leadership or HR to confirm fit and extend an offer.

Portfolio Review Tips:

• Highlight AI Proficiency: Clearly label AI-generated assets and explain the specific tools and techniques used. Showcase a range of AI applications (generation, enhancement, extension).

• Emphasize Performance Impact: For each project, articulate the objective (e.g., improve CTR by X%), the creative strategy, and the measurable results achieved. Quantify success wherever possible.

• Demonstrate Iterative Process: Show examples of how you've taken feedback or data to refine designs. This could be a "before and after" or a series of variations with explanations.

• Showcase Realism & Quality: Select pieces that best demonstrate your ability to create photorealistic, high-fidelity visuals that meet professional marketing standards. Pay attention to lighting, composition, and detail.

• Include Traditional Design Skills: If applicable, show how you integrate AI outputs with traditional design tools (Figma, Adobe Suite) to create polished, campaign-ready assets.

• Tailor to the Role: Ensure your portfolio submission directly addresses the requirements of the AI Creative Designer role, focusing on performance marketing and AI generation.

Challenge Preparation:

• AI Tool Familiarity: Be prepared to discuss your experience with specific AI tools, their strengths and weaknesses, and how you stay updated on new developments.

• Performance Marketing Concepts: Brush up on core metrics (CTR, CPA, Conversion Rate), A/B testing principles, and how visual elements influence user behavior.

• Problem-Solving Scenarios: Anticipate questions about how you would approach a specific creative brief, troubleshoot common AI generation issues, or improve a low-performing ad creative.

• Workflow & Collaboration: Be ready to describe how you manage your workflow, collaborate with cross-functional teams, and use project management tools like ClickUp.

📝 Enhancement Note: The interview process will likely be rigorous, focusing heavily on practical application of AI in a performance marketing context. The portfolio is the primary tool for demonstrating these skills, so meticulous preparation is key.

🛠 Tools & Technology Stack

Primary Tools:

• AI Image Generation Platforms: Extensive experience required with tools like Midjourney, RunwayML, Freepik (AI tools), Higgsfield, or Figma Weave. Proficiency in prompt engineering and understanding of different AI models is crucial.

• Design & Editing Software: Strong command of Figma for collaborative design and interface creation. Proficiency in Adobe Creative Suite (Photoshop for image manipulation and retouching, potentially Illustrator for vector elements).

• Project Management: Experience with ClickUp for task management, workflow tracking, and team collaboration documentation.

Analytics & Reporting:

• Familiarity with performance marketing analytics platforms (e.g., Meta Ads Manager, Google Ads) to understand campaign performance data and inform creative decisions.

CRM & Automation:

Integration Tools:

• Understanding of how design assets are prepared and exported for various digital channels and platforms.

📝 Enhancement Note: This role is heavily tool-dependent, with a specific emphasis on AI generation platforms and traditional design software. Proficiency in ClickUp is also a stated requirement for workflow management.

👥 Team Culture & Values

Operations Values:

• Data-Driven Innovation: A commitment to using data and AI to drive creative strategies and measurable business outcomes, aligning with CapsLock's core methodology.

• Efficiency & Scalability: A focus on developing and implementing efficient, scalable creative production processes that can support a high volume of campaigns for global clients.

• Collaboration & Transparency: An emphasis on open communication and teamwork across departments, ensuring alignment between creative, marketing, and media teams.

• Continuous Learning & Adaptation: A proactive approach to staying abreast of rapidly evolving AI technologies and performance marketing trends, fostering a culture of ongoing skill development.

• Client-Centricity: A dedication to delivering exceptional results for clients through innovative and effective customer acquisition solutions.

Collaboration Style:

• Agile & Responsive: The team likely operates with an agile mindset, responding quickly to campaign performance data and market shifts.

• Cross-Functional Integration: Strong emphasis on seamless collaboration between creative, marketing, and media teams, with clear communication channels and shared goals.

• Feedback-Oriented: A culture that encourages constructive feedback to iterate on creative work and optimize campaign performance.

• Technology-Enabled Communication: Proficient use of digital tools for communication, project management, and asset sharing to maintain effective collaboration in a remote setting.

📝 Enhancement Note: The company culture is geared towards innovation, efficiency, and results within the dynamic field of performance marketing, heavily leveraging technology and data.

⚡ Challenges & Growth Opportunities

Challenges:

• Rapidly Evolving AI Landscape: Keeping pace with the constant advancements in AI image generation technology, tools, and best practices requires continuous learning and adaptation.

• Balancing Realism & Creativity with Performance: Effectively translating raw AI capabilities into visually compelling, photorealistic assets that also drive high conversion rates can be a complex balance.

• Data Interpretation for Creative: Accurately interpreting performance data and translating it into actionable creative insights and iterations requires a strong analytical mindset.

• Maintaining Brand Consistency Across AI Outputs: Ensuring that AI-generated visuals consistently align with diverse client brand guidelines and product specifics can be challenging.

• Working in a Fast-Paced, Remote Environment: Managing time effectively, maintaining strong communication, and staying motivated within a distributed team structure requires discipline.

Learning & Development Opportunities:

• Mastery of Generative AI: Deepen expertise in prompt engineering, AI model fine-tuning, and advanced techniques for AI image generation and manipulation.

• Performance Marketing Analytics: Develop a more profound understanding of campaign analytics, A/B testing methodologies, and how creative impacts key performance indicators.

• Cross-Disciplinary Skills: Gain exposure to video production pipelines, copywriting principles, and broader marketing strategy to enhance overall contribution.

• Industry Best Practices: Access to resources, workshops, and potential industry conferences focused on AI in marketing and creative technology.

• Mentorship & Leadership: Opportunities to mentor junior creatives as the team grows and potentially take on leadership roles in AI creative initiatives.

📝 Enhancement Note: The primary challenge is navigating the fast-evolving AI landscape and translating technical capabilities into tangible business results. Growth opportunities are strong in specialization and cross-functional development.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for generating a set of high-converting AI ad creatives for a new client in the [mention a client vertical, e.g., e-commerce fashion] industry. What AI tools would you use, and how would you ensure photorealism and brand alignment?"

  • Preparation: Outline your workflow from brief to final assets, emphasizing AI tool selection, prompt engineering, iteration based on performance, and quality control.

• "Walk us through a portfolio piece where you used AI to significantly improve a campaign's conversion rate. What was the challenge, your approach, and the quantifiable results?"

  • Preparation: Select a strong case study. Be ready to discuss the specific metrics, the design decisions, and how you leveraged AI to achieve those results.

• "How do you approach iterating on AI-generated visuals based on A/B testing data? Can you give an example of how you've used data to refine creative output?"

  • Preparation: Discuss your understanding of A/B testing and how you translate data insights (e.g., low CTR on a certain element) into concrete design changes.

Company & Culture Questions:

• "Why are you interested in working with AI in a performance marketing context at CapsLock?"

  • Preparation: Research CapsLock's mission, values, and client base. Connect your skills and career aspirations to their focus on innovative customer acquisition.

• "How do you stay updated on the latest developments in generative AI and performance marketing trends?"

  • Preparation: Mention specific resources you follow (blogs, publications, communities, influencers).

• "Describe your experience working in a remote, cross-functional team environment. How do you ensure effective communication and collaboration?"

  • Preparation: Highlight your experience with digital collaboration tools and strategies for clear, proactive communication.

Portfolio Presentation Strategy:

• Storytelling: Structure your portfolio presentation around case studies, telling a clear story from problem to solution to outcome for each project.

• Quantify Impact: For every relevant piece, state the objective and the measurable results (e.g., "Increased CTR by 15%," "Achieved 95% photorealism score").

• Demonstrate Process: Show, don't just tell. Include examples of early concepts, iterations, and the final polished product, explaining the decisions made at each stage.

• Highlight AI Expertise: Clearly articulate the role of AI in your creative process, the specific tools used, and any unique techniques you employed.

• Focus on Realism & Polish: Ensure the selected pieces showcase your ability to deliver high-quality, professional-grade visuals that meet client expectations for realism and aesthetic appeal.

📝 Enhancement Note: Interview preparation should focus on demonstrating a blend of technical AI skill, creative vision, and a deep understanding of performance marketing objectives. The ability to articulate process and quantify impact will be critical.

📌 Application Steps

To apply for this AI Creative Designer position:

• Submit your application through the provided link on Comeet.

• Portfolio Customization: Tailor your portfolio to prominently feature AI-generated visuals, performance marketing case studies, and examples demonstrating photorealism and iterative design. Ensure it directly addresses the requirements of this role.

• Resume Optimization: Update your resume to highlight your experience with specific AI image generation platforms (Midjourney, Runway, etc.), design software (Figma, Adobe Suite), and any experience in performance marketing or high-CPA verticals. Use keywords from the job description.

• Interview Practice: Prepare to discuss your creative process, AI tool proficiency, and how you leverage data for optimization. Practice articulating your portfolio pieces in a clear, concise, and results-oriented manner.

• Company Research: Familiarize yourself with CapsLock's mission, services, and client base. Understand their approach to AI, customer acquisition, and performance marketing to tailor your responses and demonstrate genuine interest.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.