Behaviorally Rolls Out Predictive Pack Claims Solution

Shopper insights firm Behaviorally has launched Claims.AI, an AI-powered solution that predicts how on-pack claims will perform with real shoppers, in context, on the actual packaging, prior to launch.

Behaviorally promises 'Decision Precision intelligence', via solutions studying consumer behavior in the final moments of the path-to-purchase. The firm operates 'the world's largest' database of behavioral consumer pack design metrics; a packaging insights platform called GLADYS; and a dedicated pack design intelligence platform called myBehaviorally, launched last September.

Claims.AI is part of the myBehaviorally platform, and allows brands to generate and optimize packaging claims within minutes. Evaluation is made with reference to Behaviorally's proprietary 4S Framework, which scores packaging for its success in being Seen, Shoppable, Seductive, and Selected. The process starts with a simple assessment of the pack on the shelf in isolation, then compares performance after the addition of packs with AI-generated challenger claims across 'factual, emotional, and aspirational angles,' aligned to brand voice and category norms. Each version is rendered as a true pack variant and scored predictively using the company's Pack.AI system, to find the winning approach. Results are benchmarked against what the firm says is the world's largest behavioral packaging database.

'Packaging claims drive instant decisions at shelf,' says CEO Alex Hunt, 'yet the way brands test them has been largely untouched for decades. Brands deserve to know which claims will actually move shoppers before they commit them to the print run. Claims.AI gives them that answer, as well as empowers marketers and insights professionals to design alternatives in minutes, on real packaging, before making a selection of the strongest based on the most accurate prediction of human behavior the industry has to offer. We don't ask shoppers what they think. We predict what they will buy.'

The company's home page is at www.behaviorally.com .