A new artificial intelligence tool is seeking to help marketers predict how digital advertisements will perform before they are released, addressing one of the biggest challenges in online advertising: testing the growing volume of social media and video ads.
As brands produce hundreds of versions of advertisements for different platforms and audiences, most go live without consumer testing because traditional research can be too slow and costly. The new technology uses artificial intelligence to estimate how people are likely to respond, allowing marketers to identify stronger and weaker advertisements before investing in media campaigns.
The tool, called Amplify AI, was launched by marketing technology company Zappi. It has been trained on millions of consumer survey responses and combines machine learning with synthetic respondents to predict audience reactions. According to the company, the system matched human survey results 84% of the time during validation across hundreds of advertising studies.
The launch also includes Amplify Hub, a platform that brings together advertising test results in a single workspace. It enables marketing teams to compare creative across campaigns, channels and markets, identify top- and low-performing advertisements, and analyse whether campaigns maintain a consistent visual identity, messaging and emotional tone.
The technology reflects a broader shift in advertising, where media spending is increasingly moving towards social media, creator content and other digital channels that require a much larger volume of creative assets than traditional campaigns.
“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,” said Aaron Kechley, CEO of Zappi.
“We see AI as a way to change that. By continuously training on millions of real consumer responses—and enriching them with each brand’s own consumer insights – Amplify AI helps marketers bring trusted consumer understanding into many more everyday decisions. AI can’t replace consumer research, but it’s helping make trusted consumer insight an instant, continuous part of how brands make decisions.”
The AI-powered testing tool is currently available in the United States and the United Kingdom, with expansion to additional markets planned later this year.
