System1 enhances ad testing with AI insights

System1 has expanded its creative measurement platform Test Your Ad with a set of updates designed to improve how marketers evaluate and act on advertising performance. The developments combine consumer-based measurement with enhanced diagnostics, streamlined reporting and AI-supported features to clarify both outcomes and next steps.

The update introduces Instant Insights, an AI-assisted feature that delivers executive summaries within reports. These summaries highlight key findings and explain their implications, reducing the need for users to interpret detailed charts and metrics independently. The feature also draws on System1’s research library, including work by Orlando Wood and collaborations with Effie and TikTok, to provide supporting context.

AI insights aim to speed decision-making

System1 is also testing a predictive AI tool in select markets. Trained on its Test Your Ad Competitive Edge database, the system estimates likely emotional and distinctiveness responses to advertising. The company positions the tool as a complement to its established consumer-based methodology, offering early-stage guidance while maintaining a focus on real audience feedback.

In parallel, the platform now includes several reporting enhancements to improve usability across teams. These updates aim to make insights more accessible to non-specialists and support broader collaboration within organisations.

Reporting features expand usability

New features include Second-by-Second Reasons for Emotion, which connects specific ad scenes with audience feedback, and Distinctive Brand Assets, identifying which elements are most memorable. Key Metric Demographics provide insight into how campaigns perform across audience segments, while Glide Navigation enables smoother report exploration and sharing.

To support its product development strategy, System1 has appointed Mohan Taylor as chief product and technology officer. Mohan Taylor brings experience in AI-driven and advertising-related technology roles, with a focus on product leadership.

Andrew Tindall, chief growth officer at System1: "Test Your Ad is already a market-leading product, but we're not standing still. We are investing meaningfully in people, product development and IT so that Test Your Ad remains the most useful and predictive creative measurement tool in the market — combining proven human response, smart and fast AI-powered interpretation and ongoing enhancements to help marketers make better and more confident creative decisions."

www.system1group.com

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