Kantar , the marketing data and analytics company, is launching Kantar AI Lab , an initiative led by Chief AI Scientist Ashok Kalidas. With the launch of AI Lab, Kantar is unifying its AI strategy across its portfolio to revolutionize the global research industry and integrate technology into the company’s value chain.
AI Lab News
Alongside the launch of Kantar’s AI Lab comes Kantar AI Assistant (KaiA), a conversational assistant from GenAI that enables marketers to query data more intuitively by simply asking questions. KaiA connects data, models and proprietary analytics frameworks to generate insights in seconds. The assistant is now available to all Brand Tracking customers , with integration with other products and services coming in the second half of 2024.
Among other new features, Text AI is being launched, a new tool based on GenAI for analyzing thousands of survey responses on a large scale. The tool also allows for obtaining deeper insights using conversational questions, as well as helping to identify, group and understand common patterns in large volumes of text-based responses, while always maintaining data privacy and security standards.
Innovations for Link AI
With the aim of measuring, predicting and informing decisions to optimise campaigns across all media, Kantar has launched a unified marketing capabilities programme, LIFT ROI. In the second half of 2024, it will include a new feature that will integrate LIFT ROI and LINK AI data to determine the impact of creative quality on the effectiveness of media exposure, one of the key questions for advertisers in the industry.
Additionally, the integration of LINK AI Creative Insights within LIFT combines creative and media effectiveness measurement for video . This innovation in the tool is already available in North America and its global launch is planned for the second half of 2024. With it, brands will be able to make media planning decisions in a comprehensive way.
On the other hand, from June 25, advertisers will be able to predict the digital impact before the launch thanks to the integration of a new predictive brand lift function in the LINK+ digital creativity tests. This new hybrid metric is presented as a tool capable of predicting the impact of an advertisement on brand awareness, consideration and purchase intention through digital advertising.
Starting in July, ads tested with LINK AI will feature automated creative tagging, allowing advertisers to track how their campaigns meet channel or brand guidelines, alongside creative effectiveness metrics from LINK AI. Through this combination, advertisers can conduct deeper meta-analysis that enables them to better understand which creative elements best drive results for themselves and their clients.
A market transfer feature will also be launched within LINK AI later this month, offering AI-powered predictions on ad performance in secondary markets, based on LINK+ results in the primary market. With brands under constant pressure to make ads memorable and impactful, being able to identify creative executions that can cross borders can save time, maximize ad ROI, and give advertisers the confidence to deploy campaigns internationally.
A new tool
Kantar AI Lab is also introducing ConceptEvaluate AI, a new tool based on Kantar’s vast innovation database , available from mid-July, which is designed to offer brands accurate predictions on the success of their potential concept, accelerating time to market and profitability. The tool also reduces risk in the innovation process and provides rapid insights on up to 100 concepts and identifies the best performing ones for further in-depth testing.
“Kantar has been a leader in artificial intelligence and advanced analytics for many years, allowing us to go further, faster, for our clients and unlock new insights that shape their brands. Kantar’s AI Lab is taking our leadership one step further with a suite of tools that make our research more effective, providing deeper insights and offering new AI-powered research applications that will transform the relationship between brands and consumers,” says Guillermo Belenchón, Managing Director of Kantar Insights Spain.
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