The tool, called ACT Instant AI, aims to test adverts and feed into a brand’s continuous learning system, meaning that creative intelligence on what advertising works best can be developed over time.

ACT Instant AI seeks to connect advert evaluation to historical benchmarks and synthetic persona insights to allow users to understand what advertisements work, why they work and how to scale them across markets and formats.

In addition, the tool uses AI to deliver human-like responses based on Toluna’s synthetic personas, which draw on anonymised first-party data and attributes drawn from Toluna’s global panel.

The personas can also be asked to react to dynamic stimuli, such as television adverts or online video, and the personas can be created to match sample needs.

Frédéric- Charles Petit, chief executive at Toluna, said: “By enabling creative intelligence, we’re giving brands a way to turn every campaign into a building block for future success.”