System1 launches AI tool to screen ad creative

The platform uses 18 million human emotional responses to predict creative effectiveness and identify which assets warrant further investment

System1 has launched Test Your Ad Screen, an AI-powered tool designed to help marketers evaluate up to 100 finished long-form advertising assets in minutes. The platform uses 18 million human emotional responses to predict creative effectiveness and identify which assets warrant further investment.

The tool draws on System1’s Test Your Ad Competitive Edge platform, which contains millions of consumer responses to advertising. System1 says the dataset gives Test Your Ad Screen an empirical foundation, with predictions based on how people respond emotionally to advertising rather than synthetic data or assumptions.

AI screening uses human emotional data

Test Your Ad Screen reports results across low, medium and high ranges for key creative diagnostics instead of providing precise decimal scores. System1 says this approach gives marketers a directional view of an asset’s likely commercial impact against category and emotional norms. The company says the tool’s outputs match human testing nine times out of 10 and that it withholds results when it does not have sufficient confidence in its predictions.

The screening tool forms the first stage of a two-step creative effectiveness process for System1 clients. Marketers can use it to assess a broad portfolio of long-form assets and identify stronger candidates before deciding where to allocate media budgets or commission more detailed research.

System1 combines AI screening with human testing

Assets requiring deeper analysis can then be assessed through Test Your Ad, System1’s consumer research platform. It provides precise diagnostics and qualitative insights based on testing with real consumers and custom audiences.

Andrew Tindall, Chief Growth Officer, Advertising, System1: "Marketing teams today are faced with delivering an ever-increasing number of creative assets. Test Your Ad Screen helps them make more decisions faster and more regularly, with accurate and predictive data in minutes. This enables brands to understand creative quality and make better informed decisions about where media spend should be allocated."

James Gregory, CEO, System1: "We believe the future of creative effectiveness lies in combining AI with real human understanding. Test Your Ad Screen is built on millions of real human emotional responses, not synthetic data or assumptions, helping marketers screen creative quickly while staying grounded in how people actually feel. This is not a replacement for human testing, but a complement to it, and an important next step for System1 in bringing AI and human emotion together."

Test Your Ad Screen is available through System1’s online platform in the US and UK for long-form advertising assets. The company plans to expand the tool to additional markets and media channels.

www.system1group.com

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