Zappi Data Feeds New Picsart Creative Assessment Offer

Automated insights pioneer Zappi has partnered with Picsart, an AI-based media production and distribution platform, to offer Vera, a specialised AI agent allowing clients to ground creative decisions in real-world evidence.

Users of Vera can test videos and concepts before committing to media spend - the agent is trained on Zappi's proprietary consumer insights and predictive technology, so as to forecast consumer response to advertising. Zappi says its model has been validated against hundreds of digital ads evaluated by real consumers, and correctly identified stronger creative across key metrics 86-93% of the time.

Vera is based around two core capabilities: audience insights, with which to inform creative strategy; and creative validation, scoring ad content before it goes live to identify what resonates and what needs improvement. Via Picsart's Agent Marketplace, video-focused autonomous agents can interpret Vera's insights from Zappi to generate optimised creative versions in real time.

'We're building Picsart to become the world's largest AI-powered media production and distribution platform,' says Mikayel Vardanyan (pictured), co-founder and COO, 'connecting every stage of the media lifecycle. With Zappi integrated into our agent platform, brands can not only create content with AI, but validate how it will resonate with consumers before distributing it at scale.' Steve Phillips, founder & Chief Innovation Officer at Zappi, adds: 'AI has transformed how quickly marketers can create, but speed alone doesn't tell you whether an idea will connect with people. 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. When you combine the creative power of AI with evidence from real consumers, insight stops being a separate step and becomes part of how the work gets made.'

Web sites: www.zappi.io/web and www.picsart.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.