AudienceAI Assistant is built within Fifty’s platform and is informed by audience data from the company’s behavioural dataset, which allows users to ask their audience ‘tribes’ questions about how they would respond and think about a campaign.

The tool is aimed at helping users with strategy, media plans, messaging, identifying partners and campaign optimisation.

Fifty has tested AudienceAI Assistant with 10 global clients in a closed beta, and is looking to test with further clients over the next year.

Simon Shaw, chief executive and founder of Fifty, said: “AI makes marketing faster, but without real audience insight, it risks becoming generic.

“The brands that win will be those that truly know their audiences, not just who they are, but how they think, what they value and what moves them.”