AI Transforms Creative Analysis and Boosts Ad Performance at Brazilian Agency Rosh
Measuring campaign ROI remains a challenge for many advertisers, with only 38% evaluating returns across both traditional and digital media, according to Nielsen (2024). In response, Brazilian agency Rosh developed Rosh Insights, an AI-powered platform that analyzes hundreds of creative assets in minutes, identifying the elements that drive campaign results.
Built to meet the needs of Rosh’s creative team, Rosh Insights uses a network of generative and specialized AI agents. Each ad is assessed on over 80 variables—ranging from dominant colors and facial expressions to button placements and character presence—and then cross-referenced with performance data to deliver actionable insights.
“We can now analyze 150 creatives in just 30 minutes. Previously, this process took weeks,” says David V. Bydlowski, founder and CEO of Rosh.
Interactive, Data-Driven Creative Guidance
More than automated classification, Rosh Insights functions as an interactive marketing analyst. Users interact through a conversational interface with questions like, “Which facial expression generated the most clicks last quarter?” or “Which image drives more engagement for my hotel—pool, room, or restaurant?” The tool scans historical data, detects patterns, and provides clear answers to inform creative decisions.
The platform focuses on optimizing key performance indicators such as reducing cost per acquisition (CPA) and increasing conversion rates. “We can adjust the tool to track virtually any business-relevant KPI,” explains Bydlowski. Initial tests with Accor Hotels showed a Black Friday campaign surpassing its sales goal by 50% using the platform’s insights.
Flexible, User-Friendly AI Powered by Large Language Models
Rosh Insights stands apart by using large language models (LLMs), delivering a more intuitive and flexible experience. Unlike many platforms that provide static reports, this tool allows clients to explore data dynamically and customize their analysis.
Data privacy is a priority: each client’s data is anonymized within their own ad group. “With a customer base of 700,000, there’s no risk of overlap with other campaigns. In the future, broader behavioral trends may be identified within sectors like fitness, if multiple clients exist,” Bydlowski adds.
Amplifying Creativity, Not Replacing It
Rosh emphasizes that AI doesn’t replace human creativity but enhances it. “We’re advocating for creative decisions grounded in data. AI injects intelligence into the process without losing the essential human element—especially important when addressing themes like diversity and responsibility.”
Rosh Insights, previously exclusive to internal clients, is now available to agencies and companies across industries. Its purpose is straightforward: help brands quickly identify which visual and promotional strategies perform best across audiences, regions, and market segments.
“The platform learns from past data and provides practical answers for future campaigns—without requiring large analytics teams or complicated infrastructure,” says the CEO.
About Rosh
With 17 years in the market, Rosh is a full-service agency specializing in strategy, research, content, creativity, and technology. Its portfolio combines brand planning with media operations focused on creative performance. Using proprietary methodologies and a hands-on approach, Rosh delivers measurable, data-driven results.
- Achieved a 458% increase in positive sentiment for Carrefour
- Boosted comments by 108% and profile visits by 321%
- Increased positive comments by 190% and overall engagement by 52%
These outcomes reflect Rosh’s commitment to data and measurable impact in advertising.
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