Wunderman Thompson is tapping into the power of artificial intelligence by launching a creative testing solution, designed to helps brand evaluate their advertising and brand assets.
Developed by the agency’s team of data specialists and technologists, Reveal is a proprietary product that uses the latest AI techniques to measure consumers’ attention and emotional responses to brand content through real-world environments.
The product implements an AI-powered emotions detection model developed by Wunderman Thompson which it is claimed can predict seven micro-expressions (anger, disgust, fear, happy, neutral, sad, surprise) accurately.
By observing participants’ micro-expressions and changes in muscle movement in the face, which are involuntary and authentic, and map the changes to emotional states using computer vision and machine learning algorithms, the agency insists the technology can accurately assess emotional reactions to brand content in real-time.
By doing so, the WPP shop reckons that Reveal provides valuable insights into how consumers react to branded content on a second-by-second and frame-by-frame basis, pinpointing the emotional highs and lows, and identifying the moments that capture and hold their attention, engage them in the story, and create emotional connections.
The tool can also detect the objects that consumers look at in the content and measure how much attention they pay to them.
As a result, brands can test different video edits, headlines, images, copy, and more, to understand what works best for the target audience and ultimately optimise their creative communications and foster deeper connections with their target audience. The process is completely consent based and no personal data is stored beyond the time required for analysis.
Wunderman Thompson EMEA managing director of data David Lloyd 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 comes as part of Wunderman Thompson’s ambition to embed AI across the network’s capabilities, giving brands the opportunity to uncover new insights about their customers, to develop and design products and services, and deliver business solutions at scale.
Wunderman Thompson global chief data officer Alex Steer added: “Scaling AI is a team sport and requires team spirit. Over the past 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.”
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