Artificial intelligence (AI) has been known to
predict all types of events related to advertising. Now it is predicting how an ad will match human emotions in minutes based on millions of possible responses and hundreds of pieces of content.
Driven by AI, a self-service tool built by System1 Group predicts and identifies the ad that will produce the best response from consumers at any given time by screening and comparing possible
results.
The tool, which has been trained on 18 million human emotional responses and launched Tuesday, identifies how an ad will connect with humans.
System 1 Group, an internet
advertising company that helps brands improve the performance of their ads, launched the tool on the same day as its Annual Report for the year ended 31 March 2026. It is aimed at advertisers that
work with large volumes of finished assets.
advertisement
advertisement
It can screen up to 100 long-form ads at a time to suggest and deliver the best based on predictions within minutes.
Devra Jacobs, general
manager for the U.S. at System1 Group, wrote in a LinkedIn post that the tool took four years to develop.
"Emotion has always been the strongest predictor
of what people remember and how they behave," Jacobs wrote. "That's not a marketing claim, it's basic behavioral science."
System1 calls the database of human emotions “Test Your Ad
Competitive Edge.” It supports millions of possible real consumer responses.
Predictions are not modeled on synthetic data or assumptions, but on the largest empirical record of how
people feel about advertising and what those feelings predict for long-term brand growth and profit.
Rather than produce precise scores, the system returns low, medium and high bands
across what System1 describes as key diagnostics.
The company says this is intended to provide a directional view of likely impact against categories and emotional benchmarks.
Bands
were built to give a directional and honest assessment of how consumers will react, showing where the impact of an asset is likely to land on the scale from low to high relative to a specific category
and the related scale of emotions.
In early testing, results matched the human response nine times out of 10 in early tests. The screening tool will not show the result if it lacks confidence
in the accuracy of its predictions, according to System1.
The launch of Test Your Ad Screen completes a two-stage process. It first cast a wider net across long-form assets, surfacing the
strongest options in minutes to help marketers decide where to invest media budget and where it may be useful to have in-depth human research featuring exact figures and qualitative insights.
Assets that need further prediction and insight can then be assessed with real consumers using System1's tool "Test Your Ad," which launched in June 2021 to predict short-term sales potential
and long-term brand growth by measuring consumer emotions.
Combined, the tools allow brands to quickly screen performance with real consumers and custom audiences.
The platforms
are available in the U.S. and the U.K. for long-form video assets, with additional markets and media channels forthcoming.