MetrixLab updates AI ad tool

‘ACT Instant’, which was launched in the US in November 2019, will be expanded to include a wider variety of advertising formats, including television and banner advertising.

The tool uses AI and human insights to predict advertising performance across more than 130 variables and does so without needing surveys or respondents.

Jolique Weelink, global director, innovation and consultancy, at MetrixLab, said: “We’re confident this is a first for AI-based measurement of breakthrough potential that accounts for the current media environment and how people consume media today.”