System1 Adds AI Features to Test Your Ad Tool

Creative effectiveness platform System1 has upgraded its Test Your Ad measurement tool with new AI-enabled capabilities; and says the new version will also provide smarter diagnostics and more intuitive reporting.

System1 tests and improves creative effectiveness in 81 markets globally, and has operations in the UK, Europe, North America, Brazil, Singapore and Australia. In addition to Test Your Ad (TYA), it also offers Test Your Innovation (TYI), which predict the short- and long-term commercial potential of ads and ideas; and Test Your Brand (TYB), which measures the impact of ads and ideas on brand health.

The enhancements begin this month with the launch of Instant Insights in Test Your Ad reports: these are AI-assisted executive summary pop-ups, which surface what matters from charts and explains the significance of results. It also shares evidence from System1's extensive thought leadership library, including publications by Orlando Wood.

Also in the pipeline - currently in beta in select markets - is a predictive AI creative measurement tool, trained on the Test Your Ad Competitive Edge database, which the firm says is 'the world's largest database of emotional norms.' This tool estimates the likely human emotional response and distinctiveness response to advertising.

Additional updates now available include second-by-second reasons for emotion, linking scenes in an ad to consumer verbatims; indications of which brand assets are being noticed and remembered; key metrics across different demographic groups; and 'Glide Navigation', allowing smoother report browsing and easier sharing across teams. Test Your Ad will continue to add new features under the guidance of recently appointed Chief Product and Technology Officer Mohan (Mo) Taylor.

Chief Growth Officer Andrew Tindall (pictured) says of the latest launches: 'Test Your Ad is already a market-leading product, but we're not standing still. We are investing meaningfully in people, product development and IT so that Test Your Ad remains the most useful and predictive creative measurement tool in the market - combining proven human response, smart and fast AI-powered interpretation and ongoing enhancements to help marketers make better and more confident creative decisions.'

Web site: www.system1group.com .