System1 adds AI to creative testing reports
The company is introducing AI-generated pop-ups to ‘Test Your Ad’ reports, summarising the report’s content for marketers using the platform.
The new executive summaries will explain results and feature evidence from the company’s thought leadership, including Orlando Wood’s publications.
Other updates to the platform include linking scenes in an ad to consumers’ verbatims and showing which brand assets are noticed by participants.
System1’s ad testing platform measures advertising effectiveness by measuring participants’ emotional responses while watching the ad.
System1 is also beta testing AI creative measurement of ads in some markets. The AI tool, trained against System1’s database, would estimate the likely human emotional response and distinctiveness response to advertising.
The company said the tool would sit alongside its consumer methodology and provide earlier ‘directional guidance’.
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