NEWS25 October 2023

Kantar expands Link AI tools

AI Innovations News UK

UK – Kantar has increased its range of artificial intelligence (AI) features in its brand strategy and creative development portfolio to include a celebrity recognition tool.

Facial analysis tool abstract image

The addition to Kantar’s Link AI platform will allow advertisers to evaluate the impact of featuring public figures in their advertising.

The AI model uses facial recognition to identify the public figure in the advert and then assess their influence, as well as examining their facial expression.

The tool also uses analysis of online conversations to decide on the strength of connection between the public figure and brand.

Predictive eye tracking has also been added to Link AI and Link+, and will provide a heatmap showing elements of an advert that are expected to catch viewers’ attention.

Kantar has also added a BrandDigital tool to use AI to analyse Google searches to identify consumer trends, potential disruptors and market shifts, as well as regional nuances.

An additional tool is NeedScope AI for Music, which uses machine learning to understand the emotion in sound and music.

Ted Prince, chief product officer at Kantar, said: “Our industry has an excellent reputation for technological innovation, and at Kantar we are committed to leading the disruption. We are constantly evolving our portfolio to put place the power of AI into our clients’ hands, giving them the most meaningful data to power their strategic thinking.”