Ipsos launches Creative|Spark AI ad testing solution that generates actionable insights rapidly

Market research company Ipsos has launched Creative|Spark AI, an ad evaluation solution that can predict human reactions to linear and social videos, promising to deliver actionable insights within minutes. It leverages the combined power of human intelligence and artificial intelligence (AI) to boost creative effectiveness.

Creative Spark AI is currently available in the US as a self-service on the Ipsos Digital platform or through full service with Ipsos' Creative Excellence teams. Additional markets will be deployed throughout 2024.

Sharing his excitement, Amit Adarkar, CEO of Ipsos India said, “While the Ipsos Creative Spark AI launch is taking place in a phased manner, by markets, soon it will be accessible to clients in India. It will be a game changer in improving the entire ad testing and communication testing framework, providing data understanding at a mere click using customised prompts."

The AI advertising prediction model is built on the foundation of Ipsos’ signature creative assessment solution, Creative|Spark. It incorporates the past five years of the company’s validated creative database, based on 18,000 human response cases. Powered on Ipsos Facto, a generative AI platform, it allows brands to understand the likely human response to their advertising. 

“Creative|Spark AI is designed for advertisers seeking greater value and learning from their assets, especially those constrained by budget and timing. It is particularly beneficial given the significant spend on social media advertising, helping advertisers evaluate their assets and identify areas for improvement, whether it’s one, or hundreds of creative in as little as 15 minutes,” said Shaun Dix, Ipsos’ global leader of creative excellence.