Ipsos has expanded its early stage ad evaluation offering with the introduction of AI Augmented Moderation under its Creative|Labs portfolio. The new capability combines human intelligence with artificial intelligence to deliver same day quantitative and qualitative insights at scale, aimed at improving decision making during the advertising development process.
The solution is designed to increase the depth and volume of consumer feedback by enabling a higher number of in depth interviews within a shorter time frame. This allows advertisers to evaluate creative ideas, concepts and campaign directions more efficiently, identifying the most effective approach earlier in the development cycle.
Built on Ipsos’ existing Creative|Labs framework, the capability uses prompt engineering, data science and validated datasets to conduct multiple parallel qualitative analyses and generate insights in real time. This enables broader and more diverse consumer input, supporting a more comprehensive understanding of audience response.
According to Ipsos, early stage ad evaluation can significantly improve campaign performance. The company’s research indicates that advertisements developed with such evaluation can deliver up to a 48 percent increase in creative effectiveness compared to those that do not undergo this process. The AI Augmented Moderation model aims to accelerate and scale these outcomes by expanding the scope of consumer research.
Shaun Dix, Global Leader, Creative Excellence, Ipsos, said, “In today’s market where every dollar and millisecond matter, brands can’t afford guesswork, or down-time 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.”
He further 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.”
