System1 Upgrades Ad Testing Platform With AI-Powered Insights
System1 Group has released an updated version of Test Your Ad, its creative measurement platform, adding AI-assisted analysis and second-by-second emotional tracking to help marketers understand why ads work and how to improve them.
The core addition is Instant Insights, which generates executive summaries that flag key findings and connect them to System1's research database. A new predictive tool, currently in beta, estimates how consumers will respond emotionally to ads based on the company's Competitive Edge database.
What's New for Creatives
The platform now shows moment-by-moment emotional responses tied to specific scenes, with direct quotes from test viewers explaining their reactions. Marketers can see which brand assets-logos, colors, taglines-consumers actually notice and remember.
Reports break down performance by demographic groups and include Glide Navigation, making it easier to share findings across teams beyond the marketing department.
The Pitch
System1 serves more than 500 clients across 81 markets, including Pfizer, Amazon, TikTok, and Lego. The company positions Test Your Ad as one of the most predictive tools available, blending human insight with AI analysis to reduce guesswork in creative decisions.
For creatives, the upgrades mean faster feedback on what's working in your work-and why. Rather than waiting for focus group reports, you get specific, data-backed reasons why a particular scene landed or fell flat.
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