Part of the company’s existing platform, the tool allows marketers to generate and validate claims on packaging, predicting how they will perform with shoppers prior to launch.

It works by evaluating claims against the company’s proprietary framework. Users start with the planned design and then AI also generates alternative challenger claims.

The tool renders each version as a pack variant and scores it predictively – benchmarking against the company’s behavioural packaging database – to allow teams to decide on which version to choose from.

Alex Hunt, chief executive at Behaviorally, said the addition would help brands to know “which claims will actually move shoppers before they commit them to the print run”.