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Creative data provider DAIVID unveiled a new tool that instantly measures the effectiveness of AI-powered creative, helping marketers maintain the quality of their ads amid a surge in Gen AI ad output.
As Gen AI tools become crucial in meeting skyrocketing demand for new content – with 71% of marketers predicting a 5X growth in just two years (Adobe) – preserving creative effectiveness amid surging ad volumes is a key challenge.
To help advertisers minimise waste and optimise ad spend, DAIVID’s Creative Data Feed API can now help brands, agencies and ad tech providers instantly assess which AI-generated ads will drive emotional engagement, attention and business results.
Trained by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, DAIVID’s AI models let users know within seconds the emotional and business impact of their video, social or display ads. The new human-trained, AI-powered tool can be integrated into any ad platform. Metrics include 39 different emotions, attention, brand recall and purchase intent.
Ian Forrester, CEO and founder of DAIVID, said: “The Gen and reGen AI wave is arriving fast, flooding the market with vast amounts of new content. While this AI revolution has dramatically lowered production costs, maintaining creative quality and effectiveness remains a challenge for marketers. If content fails to engage consumers, it’s a sheer waste of budget and effort, or worse, it can actively harm brand perception.
“Our Creative Data Feed API changes that. Trained extensively from consumers’ responses to ads, it puts the human back in the Gen AI loop. To help deal with the rapid rate of AI-powered ad production, it predicts real human responses to ads in real time, giving marketers valuable insights into how their content can be effective across all stages of the funnel – minimising waste, driving positive engagement and helping Gen AI deliver on its promise of speed and scale.”
The risks of handing the creative reins over to AI has already been well-documented, with various AI-generated ads from global brands already attracting widespread criticism. When comparing Gen AI ads to industry norms, DAIVID also found that 70% of Gen AI ads generated below average positive emotions. They were also 13% less likely to be trusted than the norm, while two-thirds generated above average levels of boredom.
Trained using tens of millions of human responses to ads, DAIVID’s AI models predict the emotions an ad will generate and its likely impact on brand and business metrics – enabling advertisers to measure the effectiveness of campaigns at scale.
Creative assets that scored highly using DAIVID’s technology saw a 36% increase in attention, 41% boost in brand recall and 32% uplift in purchase intent, compared to ads that scored poorly.
Clients include ad platforms such as Kinetiq, CreativeX and Mass Analytics, as well as global brands and agencies including Nike, Snapchat, and WPP.
Tom Saunter, Global Head of New Solutions at WPP, added: “We’ve proven that DAIVID’s emotional data can be a strong predictor of actual media performance. This is a powerful unlock that will enable the next level of understanding in what drives creative effectiveness at scale.”
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