The agent, called Vera, allows users to test videos and concepts before launch, with Vera using consumer insights from Zappi and predictive technology to anticipate consumer responses to advertising.

Vera has two core capabilities: audience insights, such as identifying preferences and behaviours; and creative validation, such as scoring advertising content to highlight what resonates and what needs improvement.

Mikayel Vardanyan, co-founder and chief operating officer at Picsart, said the agent would allow brands to “not only create content with AI, but validate how it will resonate with consumers before distributing it at scale”.

Steve Phillips, founder and chief innovation officer at Zappi, added: “The opportunity now is to bring consumer understanding directly into the creation workflow – so insight can inform the idea, help teams improve it and give them greater confidence before it goes live.”