WPP’s Wunderman Thompson has announced the launch of Reveal, an AI creative testing solution to help brands evaluate their advertising and brand assets. It has been developed by Wunderman Thompson’s team of data specialists and technologists.
Reveal is a proprietary product that uses the AI techniques to measure consumers’ attention and emotional responses to brand content.
An AI-powered emotions detection model developed by Wunderman Thompson can predict seven micro-expressions – anger, disgust, fear, happy, neutral, sad, surprise – accurately, claimed an agency statement.
By observing participants’ micro-expressions and changes in muscle movement in the face, and mapping the changes to emotional states using computer vision and machine learning algorithms, the technology can assess emotional reactions to brand content in real time, it added.
The tool can also detect the objects that consumers look at in the content and measure how much attention they pay to them.
Using the above, brands can test video edits, headlines, images, copy and more, to understand what works best for the target audience and optimise their communications. The process is completely consent-based and no personal data is stored beyond the time required for analysis, according to the agency.
David Lloyd, Managing Director of Data, EMEA, Wunderman Thompson, said, “Reveal is a game changer for creative testing. Not only because it allows brands to test a larger audience, faster, and more cost-effectively than traditional methods, but it also delivers a far richer understanding of how to improve the creative performance of branded content, based on the data and insights collected.”
The launch is part of the network’s stated ambition to embed AI across capabilities.
Alex Steer, Global Chief Data Officer, Wunderman Thompson, added, “Scaling AI is a team sport and requires team spirit. Over the last few years, we’ve built a global data and AI practice; formed a Creative Data Group to transform how we approach creativity for clients; and set up a cross-disciplinary team to drive scalable AI innovation through our core business. Every week, we’re seeing more and more opportunities to apply leading technologies into the integrated capability set of our agency, across creative, brand strategy, production, experience, commerce, and CRM.”
Reveal is the latest addition to Wunderman Thompson’s suite of proprietary products, which includes Brand Guardian (AI-driven content quality assurance); ShelfMaster (adapting content to sales channels); and Loom (intelligence solution to sharpen content).
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