The interface combines historic concept testing data through Zappi with customer-specific inputs, including brand guidelines and audience insights.

Zappi has designed the interface with the aim of helping brands to generate product concepts that are informed by data.

The company developed the ‘AI concept creation agents’ in partnership with clients including Mars and Diageo.

Zappi has modelled each of the agents after a key function on a typical product development team – for example, customer data agent and creative agent. A ‘facilitator agent’ oversees the process, coordinating the workflow.

Users of the service can also configure custom AI agents tailored to their specific needs.

Steve Phillips, founder and chief innovation officer at Zappi, said: “Brands need AI that understands their category, their audience and their strategy.”

Phillips added that the service offered “a repeatable, scalable way to turn early ideas into high-quality product concepts”.