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Frank Buckler, PhD
The Artificial Creativity Project
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What‘s the problem?
75% 84%66%Impact share of creative
content –not allocation nor media planning
of commercials are not noticed and name
correctly remembered
Of ads don’t meet expectations
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UPGRADE
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Questions Creative Agencies Would Ask
Emotional Theme?
Message?
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The 3 components of research approach
PerceptionsOutcomes
Ad profilingCopytest
Emotional Triggers
Creative Vehicles
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The 3 components of research approach
PerceptionsOutcomes
Ad profilingCopytest
Emotional Triggers
Creative Vehicles
A.I.-based Key Driver Analysis
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Whichemotions?
are the ultimate enabler for
Which creative vehicles?
Long forgotten simple
3 sample insights
Which emotional triggers?
Emotional triggers most
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Whichemotions?
are the ultimate enabler for
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Ad‘s performance
Purchase Consideration
AdLiked
AdLinkedto brand
Learnedsomething
EMOTIONS
Brand Strength
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Interplay of Emotions
PREVENT ALWAYSUSE WITH CAREhas risk to produce
disgust or contempt
USE ALWAYS
Happy
Surprise
Fear
Sad
Contempt
Disgust
Anger
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Which emotional triggers?
often used in a category are
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Be Relieved Don’t be that loser
OTC-Pharma: Relief or Suffering?
Relief Loser
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We are your FRIEND Family Love
Banking: „You can trust us“
Friend Family Love
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Belonging
Spirits: Indulgence or Belonging
Indulgence
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Which creative vehicles?
Long forgotten simple
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How to inject happiness?
Background Music video
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How to convey a message?
Voice Over Spokesperson
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Celebrities: A Swiss-Knife?
without brand association
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SUMMARY
Go Against the Current
Old School Works
Positive Emotions
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Why Artificial Intelligence?
Universal Structure Modeling and the NEUSREL Software
Self-learns non-linearities &
interactions
REASON
#1
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Why Artificial Intelligence?
Universal Structure Modeling and the NEUSREL Software
Self-learns indirect
causal effects
REASON
#2
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The 3 components of research approach
PerceptionsOutcomes
Ad profilingCopytest
Emotional Triggers
Creative Vehicles
A.I.-based Key Driver Analysis
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For PACKAGING
PerceptionsOutcomes
ProfilingCONCEPT test
Packaging Design Parameters
A.I.-based Key Driver Analysis
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For PRODUCT optimization
PerceptionsOutcomes
ProfilingHome-Use / Lab tests
Incredience/ Design Parameters
A.I.-based Key Driver Analysis
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For CATEGORY MANAGEMENT
PerceptionsOutcomes
ProfilingMarket tests
Rack Design Parameters
A.I.-based Key Driver Analysis
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SALES UPLIFT BY AI-OPTIMIZED MUSIC STREAMING
Sales
ProfilingMarket test
~100 Music parameters
+context infos
A.I.-based Predictive Analytics
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Higher validity than conventional KDA
.30.62
+51%
AIKDA
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One more thing
Mini- Ad Assessment based on full study findings.No Costs.