AI Disruption in the Insights Industry: Kantar's Bold Leap Forward
Image Credit: https://www.kantar.com/campaigns/kantars-ai-hub
Kantar has unveiled its AI Lab, heralding a new chapter in the integration of AI across its service portfolio. The AI Lab represents a unified centre of expertise aimed at developing AI technologies, products, and collaborations. This strategic move is set to disrupt the insights industry by combining Kantar’s extensive data, advanced AI capabilities, and deep human expertise to deliver enhanced client experiences.
Introducing KaiA: The AI Assistant Revolutionizing Data Interrogation
The Kantar AI Lab features the innovative Kantar AI Assistant, known as KaiA. This conversational generative AI assistant allows marketers to delve into data intuitively by simply posing questions. Initially available for Kantar’s Brand Tracking services, KaiA links proprietary data and analytical frameworks to generate insights within seconds, with plans to expand integration across more Kantar data sets.
Text AI: Transforming Textual Analysis
Another cornerstone of Kantar’s AI Lab is Text AI, a proprietary generative AI-based tool designed to analyze vast quantities of open-ended survey responses. Text AI identifies and groups common patterns, enabling deeper insights from conversational questions while adhering to strict data privacy and security standards. This tool demonstrates Kantar's commitment to leveraging AI for comprehensive text analysis.
LIFT ROI: Enhancing Marketing Measurement
LIFT ROI, a unified marketing measurement platform within Kantar’s AI portfolio, empowers users to measure and inform media decisions more effectively. This platform features an AI-driven modeling engine that soon will integrate LINK AI data to assess the impact of creative quality on media effectiveness. This innovation addresses critical questions from advertisers regarding media optimization.
LINK AI Creative Insights: Merging Creative and Media Effectiveness
The upcoming LINK AI Creative Insights tool is integrated within the LIFT system, combining measurements of creative and media effectiveness for video content. This tool is designed to empower brands to make holistic media planning decisions, thereby enhancing the strategic use of creative content in media campaigns.
Predicting Digital Impact: The Hybrid Measure in LINK+
Kantar introduces a predicted brand lift feature into its LINK+ digital creative testing suite. This new hybrid measure will forecast an advertisement’s impact on brand awareness, consideration, and purchase intent across digital platforms, marking a significant industry shift towards predictive digital impact assessment before campaign launches.
Automated Creative Tagging: Streamlining Ad Compliance
Set to launch in July, the automated creative tagging feature for ads tested with LINK AI will enable advertisers to monitor how their campaigns align with channel or brand guidelines. This feature, combined with LINK AI’s creative effectiveness metrics, facilitates deeper meta-analyses to identify which creative elements best drive targeted outcomes.
Hybrid Market Transfer Feature: Maximizing Ad ROI Across Borders
Also launching in July, the hybrid market transfer feature within LINK AI will provide AI-based predictions of ad performance in secondary markets based on primary market results. This feature is crucial for brands looking to make their advertising spend more impactful and memorable by identifying creative executions that can effectively cross borders.
ConceptEvaluate AI: Fast-Tracking Innovation
Available from mid-July, ConceptEvaluate AI leverages Kantar’s vast innovation database to predict the in-market success of brand concepts. This tool aims to fast-track time to market and enhance cost-effectiveness by providing early feedback on up to 100 concepts, helping brands identify the most promising ones for in-depth testing.
Kantar's Vision: AI and Human Expertise in Harmony
Ashok Kalidas, Kantar’s Global Chief AI Scientist, emphasizes the transformative impact of AI on enhancing data collection methods, from fraud prevention to campaign optimization. John Cucka, Head of Analytics and AI for Kantar Australia, highlights how AI not only improves efficiency and data quality but also allows Kantar’s team to focus more on strategic and tactical decision-making. This blend of AI innovation and human expertise is redefining how Kantar serves its clients and shapes the future of the insights industry.
Source: https://mumbrella.com.au/kantar-launches-ai-lab-837649
