The tool, called Luci, is built into Cint’s Lucid Measurement media measurement platform and aims to provide a chat-based interface to surface insights, explore campaign performance and access findings from brand lift studies.

Luci also answers user questions on areas such as performance drivers, audience-specific results or optimisation suggestions for live campaigns.

Insights are always drawn from the user’s own study data, with no external inputs or data sharing, Cint said.

The redesigned Lucid Measurement platform, featuring the Luci AI Study Companion, is now available in beta for all clients.

Kevin Evers, managing director of Cint data solutions and measurement, said: “We built Luci to make brand lift data not just accessible, but actionable.

“By integrating AI directly into the Lucid Measurement experience, we’re enabling clients to ask better questions, get faster answers and ultimately drive stronger campaign performance.”