Ipsos launches AI moderation within creative development research
The tool, which is available globally, will use AI to support users with carrying out qualitative ‘deep dives’ with consumers and synthesising key learnings from research for review.
Ipsos said that the AI would therefore allow users to increase the number of in-depth interviews they could perform on the CreativeLabs platform, and test advertising concepts with consumers.
The AI moderation tool is based on prompt engineering, data science and validated data sets, Ipsos added.
Shaun Dix, global leader, creative excellence, at Ipsos, said the addition of AI moderation to CreativeLabs would help “combine in-depth, human insights with AI‑powered scale to pinpoint what resonates and what to refine”.
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