The new offer, ‘Test Your Ad Screen’, aims to help marketers screen finished long-form creative assets using AI-generated effectiveness predictions.

System1 said it has trained the tool using ‘18 million human emotional responses’ from its database rather than using synthetic data.

The company measures emotional responses to track how adverts resonate with participants. Its ‘Test Your Ad Competitive Edge’ platform is a database of benchmarking data for adverts across various sectors and categories, for metrics including short-term sales impact and brand recognition.

The new tool offers results in low, medium and high ranges across key diagnostics, rather than precise decimal figures. The results predict a creative asset’s likely commercial impact, relative to category and emotional norms.

The company said the tool is intended to help marketers decide where to invest media budgets and where it may be useful to conduct more in-depth human research with exact figures.

The AI screening is available for long-form assets in the US and UK currently, with the company planning to launch it in further markets and media channels.

James Gregory, chief executive at System1, said the tool would help marketers “screen creative quickly while staying grounded in how people actually feel”

He added: “This is not a replacement for human testing, but a complement to it, and an important next step for System1 in bringing AI and human emotion together.”

Andrew Tindall, chief growth officer, advertising at System1, said: “Marketing teams today are faced with delivering an ever-increasing number of creative assets. Test Your Ad Screen helps them make more decisions faster and more regularly.”