Ipsos has expanded its early-stage advertising evaluation portfolio with the launch of AI-Augmented Moderation within its Creative|Labs offering, the market research company announced.
The new capability combines human-led moderation with artificial intelligence to provide same-day quantitative and qualitative consumer insights for advertisers. The system allows more than double the number of in-depth consumer interviews to be conducted in half the time compared with previous processes.
The tool is designed to help advertisers evaluate and refine creative ideas, campaign concepts and advertising strategies earlier in the development process.
Commenting on the development, Shaun Dix, Global Leader for Creative Excellence, Ipsos, said, "In today’s market, where every dollar and millisecond matters, brands can’t afford guesswork or downtime. With the integration of AI-Augmented Moderation into Creative|Labs, we combine in-depth, human insights with AI-powered scale to pinpoint what resonates and what to refine.”
Dix added, “Early trials with leading global FMCG clients have demonstrated the ability to lead comprehensive consumer exploration to glean precise insights. These same-day, live sessions allow brands to refine and evolve their creative strategies in real-time, and in parallel, align with marketing, insights, and agency teams and ultimately ignite their creative effectiveness.”
The AI-Augmented Moderation system is based on the Creative|Labs platform and uses prompt engineering, data science and validated datasets to conduct multiple consumer research sessions simultaneously and generate real-time findings.
The additional research capacity enables brands to conduct more qualitative interviews across a broader consumer base, helping identify audience responses to campaign ideas and creative concepts earlier in the process.
Ipsos also cited internal studies showing that advertisements developed using early-stage evaluation can generate a 48% increase in creative effectiveness compared with campaigns that do not undergo similar testing.