iSpot SAGE: Agentic AI built to end TV creative guesswork
TV creatives don't need another dashboard. They need precision: what to make, why it works, and how to beat the category. iSpot just launched SAGE, an agentic AI platform trained on 2.5 million ads and roughly 100 million consumer survey responses to answer those questions in minutes instead of weeks.
After two years of development with partners like General Motors and Airbnb, SAGE sits on top of iSpot's measurement stack and turns frame-level ad analysis into practical direction. Think creative diagnosis, competitive context, and production-ready outputs-inside one workflow.
What SAGE actually does
- Creative Insights Analyst: Diagnoses performance by linking storyline elements to outcomes like Likability, Attention, Watchability, and Purchase Intent (Ace Scores).
- Creative Planning Assistant: Generates strategic recommendations for upcoming campaigns based on proven themes and audience responses.
- Workflow automation (beta): Produces creative briefs, script outlines, and storyboard directions directly from insights.
All of this runs inside iSpot's measurement infrastructure, which already tracks ad delivery and second-by-second attention across linear, time-shifted, VOD, streaming, and out-of-home.
Why creatives should care
- Pre-campaign clarity: Test themes before you spend a dollar on media. Kill weak ideas early and double down on what converts.
- Element-level feedback: See how specific storylines, characters, settings, and product shots move metrics-not vague "campaign learnings."
- Category awareness: Benchmark against competitors and find white space fast, without building a manual tracking system.
- Faster handoffs: Go from insight to brief to script to storyboard in the same environment.
How it works under the hood
SAGE runs frame-by-frame analysis to generate storylines and transcripts for every ad in its library. Then it maps those elements to persistent consumer survey feedback and classifies them into themes and super-themes. (See Research.)
Performance is scored through Ace Scores (Likability, Attention, Watchability) and Purchase Intent, with filters for demographic segments and "Intenders" (people planning a purchase). Results span 185 TV networks, 500 publishers, and tens of thousands of brands, so your creative gets graded against reality, not hunches.
What industry leaders are saying
"The market has made it clear that a trusted model, grounded in expert data, is the only AI they want for their video investments. iSpot SAGE delivers on this by pairing the Productivity gains of AI with a partner who knows their data better than anyone, eliminating the doubt and manual busy work that has plagued campaign optimization for years," said Miles Drayton, Global Director of Marketing Intelligence at General Motors.
"The primary goal for advertising is driving better connections with our customers and conveying information. iSpot SAGE is a great example of how we're investing in innovations that drive better emotional resonance and recall," said Kyler Blackmore, Media Director at Balance of Nature.
"iSpot is the leader in real-time video ad analytics across creative, audience and outcomes," said Sean Muller, CEO and Founder of iSpot. "Now we are putting our massive proprietary intelligence to work in AI models that the industry can trust, and with our continued mission to modernize the TV marketplace with insights that are fast, accurate and actionable."
Competitive intelligence, without the busywork
SAGE lets you compare your ads and themes against the category directly. That means you can spot proven creative patterns, map them to performance, and see where your message lands versus competitors.
No stitching together exports. No guessing where you stand. Just clear context to make sharper creative calls.
Built on trusted, accredited measurement
SAGE inherits iSpot's "always-on" TV measurement backbone: verified ad delivery, unified cross-platform coverage, and second-by-second attention signals. iSpot holds Media Rating Council accreditation for National TV Ad Occurrence Reporting and is certified by the U.S. Joint Industry Committee as a National Currency provider-important for anyone building creative on top of reliable inputs.
Details on MRC accreditation: Media Rating Council.
Why this is different from generalist AI
SAGE isn't guessing from public web data. It's trained on iSpot's proprietary ad library and direct consumer feedback at scale. That matters when you need to tie a character choice or scene transition to movement in Attention or Purchase Intent.
iSpot also invested in NVIDIA AI servers to handle the compute load of processing every frame across millions of ads and extracting patterns from tens of millions of responses. The result: more precise mapping from creative input to business outcome.
Market context
Agentic AI is moving into marketing workflows across the board. LiveRamp, Amazon, and Yahoo rolled out agents for orchestration and campaign management across late 2025 and early 2026. EDO launched a conversational AI for TV outcomes on February 4, 2026. iSpot's move focuses squarely on creative choices backed by ad-level data. For more on broader applications, see AI for Marketing.
Marketers are still wrestling with measurement confidence-over half reported no improvement year-over-year in October 2025 studies-so trusted inputs and transparent scoring matter more than ever.
What you can ship today with SAGE
- Briefs that map to outcomes: Build creative briefs that call out specific themes linked to higher Purchase Intent or Attention.
- Scripts and storyboards (beta): Turn insights into scene-level direction, then adjust based on expected Ace Score impact.
- Competitive heatmaps: See which narratives dominate your category and where you can differentiate.
- Audience-tailored cuts: Use demographics and Intender filters to adapt edits for sub-segments without losing the core idea.
Practical workflow for creative teams
- Start with the Creative Insights Analyst: pull past ads (yours and competitors) and identify top themes driving outcomes.
- Lock your narrative spine: choose 1-2 themes that move your primary metric (e.g., Purchase Intent).
- Use the Creative Planning Assistant to generate a brief with scene-by-scene guidance and must-include elements.
- Prototype variants for key segments (e.g., age bands, Intenders). Keep the core storyline; adjust character, setting, or product emphasis.
- Pressure-test against category benchmarks. If you're under-indexing on Attention, tweak pacing, openings, or visual anchors.
- Move into the beta tools for scripts and storyboards. Export, annotate, and hand off to production with less back-and-forth.
Privacy and data
SAGE leans on consumer survey feedback and creative analysis rather than cross-site behavioral tracking. The frame-by-frame approach evaluates ad content itself, enabling detailed insight without requiring granular viewer-level data.
Availability
SAGE is available to iSpot's existing client base across hundreds of brands and all major TV networks. Workflow automation features are in beta. For access and details, visit ispot.tv/sage-ai.
Timeline highlights
- 2012 - iSpot introduces real-time comprehensive ad intelligence
- May 5, 2024 - Roku and iSpot partner on streaming TV measurement
- Dec 15, 2024 - TripleLift expands measurement with iSpot integration
- Jan 26, 2025 - Optimal CTV and linear TV mix study released
- Mar 27, 2025 - Outcomes at Scale attribution launches
- Oct 1, 2025 - LiveRamp introduces agentic AI tools
- Nov 4, 2025 - Newton Research launches agentic analytics in Snowflake
- Jan 6-7, 2026 - Roku optimizes with iSpot outcomes; Yahoo DSP embeds AI agents
- Feb 4, 2026 - EDO launches ChatEDO for TV outcomes
- Feb 10, 2026 - iSpot announces SAGE
Bottom line for creatives
If you're tired of post-mortems that explain why an ad underperformed after the fact, SAGE gives you a way to make stronger choices upfront. It shows which creative levers matter, how they stack up in your category, and what to produce next.
Less guesswork. More work that works.
Related resource for creative upskilling
If you want to level up your AI workflow for concepting, scripting, and versioning, explore these curated programs: AI courses by job.
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