This is like a truth-detector for AI-made ads: it tests whether commercials created with AI actually work on real people as well as, or better than, traditional ads.
Brands are rushing to use AI to create ads but don’t know if these ads truly perform, damage brand equity, or waste media spend. This assessment framework measures how effective AI-generated ads are versus conventional creative so marketers can use AI safely and profitably.
Proprietary historical ad-testing benchmarks and norms, plus structured methodologies for comparing AI-generated versus human-produced creative give Kantar a data moat that smaller entrants can’t easily match.
Classical-ML (Scikit/XGBoost)
Unknown
Medium (Integration logic)
Access to large, high-quality labeled datasets of ad performance and the cost/time of running enough human panel tests to maintain robust benchmarks.
Early Majority
Positions AI not as a black-box creator but as a source of creative that must pass through Kantar’s established ad-effectiveness testing framework, leveraging long-standing benchmarks and methodologies to validate or challenge the hype around AI-generated advertising.