The tool, called Amplify AI, is trained on data from customer surveys and uses machine learning and synthetic respondents to predict consumer reactions to advertising.

Amplify AI will be released in the US and UK and includes an Amplify Hub, which is a connected workspace that brings together advertising insights for teams to access during campaign development.

Aaron Kechley, chief executive at Zappi, said: “Even though it is well known that creative quality dominates media ROI, most creative approval decisions are made without ever hearing from a consumer – not because marketers don't value feedback, but because it hasn’t been practical to gather it at that scale.

“AI can’t replace consumer research, but it’s helping make trusted consumer insight an instant, continuous part of how brands make decisions.”