AI Concept Creation Agents | Self-Service

Zappi Marketing Agents

The Zappi Marketing Agents are a collection of Large Language Model (LLM) assistants with embedded expertise, access to relevant data and chosen inputs to facilitate a wide array of virtual marketing related tasks.

AI Concept Creation Agents

AI Concept Creation Agents are a subset of the Zappi Marketing Agents trained to help you generate new product concepts by leveraging generative AI and:

• Your Zappi concept testing data [Activate It or Activate It Early] and Zappi normative data [accessed through the Normative Data Agent].
• Your brand's expertise [accessed through brand guidelines, market research studies, etc].
• Zappi's expertise leveraging AI for concept generation.

Collectively, Concept Creation Agents help you uncover new ideas and generate unique, consumer-centric concepts. They help you generate enough test-ready concepts and potential breakthrough ideas to test, iterate, optimize and keep up with any fast-paced, competitive space.

Default vs custom agents

All customers with a subscription for AI Concept Creation Agents will have access to default agents. However, depending on your plan you may also have the option to choose customizable agents.

Customizable agents extend functionality and are tailored to your specific business needs, but they require customization and documentation in order to be effective. Depending on your subscription plan, you may choose to have a custom version of a default agent or the following examples:

Key capabilities and benefits

By eliminating reliance on slow, expensive, and resource-heavy creative processes, brands can ultimately bring better products to market faster and more frequently.

• Automated Ideation and Refinement: Generate and refine concepts through AI-driven brainstorming, iterative development cycles, and validation tasks, significantly reducing the time and effort required to create test-ready concepts.
• Scaled Expertise: Ensure every concept adheres to your brand guidelines, resonates with your target audience, and aligns with category expectations or other relevant inputs provided during implementation, maintaining high relevance and quality. Benefit from Zappi’s years of accumulated experience driving successful AI workshops, built into the experience as your “Facilitator agent.”
• More Volume and Variety of Ideas: Expand the range of generated concepts without additional resource demands, identify more potential breakthrough ideas and bring more winning concepts to market faster.
• Data-Informed Concept Generation: Build new ideas on past learnings by utilizing your existing concept testing dataset from Activate It or Activate It Early to inform and guide concept generation.

AI Concept Creation Agents | Integrate into existing workflow

Access the Zappi Marketing Agents interface directly from the Zappi platform and seamlessly transition test-ready concepts into research, optimize and validate further.

AI Concept Creation Agents are designed to integrate directly into early-stage innovation workflows, reducing the time, effort, and resource dependencies typically required for concept creation. By automating key stages of ideation and refinement, the agents enable teams to generate more test-ready concepts faster, giving your organization greater capacity to explore, test, and launch new ideas efficiently.

How do I generate a new concept?

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Privacy and Security

How do you ensure data privacy?

We are ISO 27001 certified and adhere to ISO 42001:2023 and ISO/IEC 27001 standards across our AI and data infrastructure. We follow comprehensive data security policies of multiple AI models and platforms and safeguard your information at all times. Zappi adheres to its data, privacy and security standards with respect to its use and deployment of AI models within the Marketing Agents, as well as the processing of any data input into them. 

The Marketing Agents, including AI Concept Creation Agents, do not train on your business data, you own and control your inputs at all times. Zappi does not use any customer-provided data, such as survey inputs , nor does it use research results, metadata, or respondent data to train foundational AI models. Customer data is used exclusively to deliver the services provided and is not incorporated into any general-purpose or shared AI training processes.

Each customer’s data is treated as confidential and processed in accordance with contractual terms and applicable data protection laws. Data used for AI-powered features within the Zappi platform is processed securely and only within the context of that customer's account and services.  To further safeguard information, we employ an expert-maintained taxonomy system that anonymizes data while preserving categorical value, and no insights from verbatim will be surfaced.

AI Concept Creation Agents | FAQs

Can I add new agents after the initial setup?

Based on your plan, you can expand your agent ecosystem with additional agents as your strategy evolves until you hit the maximum allowed within your chosen subscription plan. If you have hit the maximum allowed within your subscription plan, you can purchase ongoing access to any additional custom agents as an add-on or upgrade to a higher subscription plan.

Learn more about our subscription tiers.

Can I update or retrain my agents?

Users/Admins are not able to update the core agent prompts on your own. This is something you need to ask Zappi Professional Services to update. However, you can create new hubs and add additional hub-specific instructions to the agents. With the help of Zappi Professional Services, you can adjust or refine prompting instructions and upload new documents (e.g., brand guidelines, audience personas) to retrain agents like Brand or Category.

These updates help ensure your agents stay aligned with your evolving brand strategy, market needs or other factors that can change over time. If you’d prefer hands-on support, the Zappi Professional Services team can assist with setting up a new custom agent or maintaining and optimizing your existing custom agents.

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How do I get access to Concept Creation Agents?

The AI Concept Creation Agents subscription add-on (and/or professional services) is required for access.

You will also need Zappi data from:

• Activate It Customer Data - minimum 20 concepts tested in your domain using Activate It or Activate It Early in a single category.

And/Or

• Activate It Normative Data - currently available in the US and UK for Food, Beverage, Alcohol, Personal Care, and QSR.

Don’t meet the data requirement right now?

If you're testing in a category or market that is outside of the available options for the Normative Data Agent, you can purchase a Custom Norm/Data Build from Professional Services. We can help seed the right data asset for you. We’ll source and launch the relevant concepts for your innovation territory, such as historic or competitors concepts, to inform your Insight agent’s recommendation. Not only will this make the experience and output of the agents relevant to your business case, but you can also use it for benchmarking as part of your testing. 

Why is a minimum data asset required?

The size of the database must be good enough for relevant and robust experience and learnings. Before you can purchase the subscription add-on, you should have 20 cells of Activate It or Activate It Early testing on your platform within your preferred category.

The only exception is if you are using the Normative Data Agent instead for any of the available categories. If you have concept testing data across subcategories, markets, or innovation spaces that do not align with your needs, it may not be relevant. You need to use concepts launched on your own domain, but you can choose which ones to include whether they are your own or a competitor’s.

Choose between Subscription Add-on or AI Concept Lab

The AI Concept Creation Agents can be accessed in two distinct ways. Depending on your goals, needs and expectations, a Zappi representative can work with you to help determine the right fit and suggest a subscription tier for you.

• Subscription add-on for self-serve: The self-serve option follows a subscription-based model. Once you’ve purchased the subscription, the agents will be activated on your account. Please contact your customer account representative to learn more about pricing and plans.
• AI Concept Lab [virtual or in-person]: If you are looking for a more hands-on experience, you can also access the agents through our professional services offering, for an expert facilitated experience.

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Subscription Add-Ons

To gain access to the AI Concept Creation Agents, you need to purchase a Zappi Marketing Agent add-on to your premium or enterprise platform subscription. The add-on is for 12 months access to the AI Concept Creation Agents with monthly usage allowance included on a use-it-or-loose-it basis. 

Volume Plans

There are three different volume plans for the Zappi Marketing Agent add-on: 

What is a token?

A token is like a word puzzle piece that AI models use to understand and generate text.

When you type a sentence, the AI doesn't see whole words, it breaks everything down into tokens first. Most tokens are whole words, like "cat" or "run", but some are parts of words, like "ing" or "pre", punctuation marks, or spaces.

For example, the sentence "I'm running" might become three tokens: "I", "'m", and "running."

The AI processes these tokens to understand what you mean and then generates new tokens to respond. 

The number of tokens matters because it affects how much text the AI can handle at once and how much processing power it needs. The number of tokens used per session can vary widely based on the type of session (for example, lots of iteration and prompting will result in higher token usage).

To put it into perspective, the Lord of the Rings trilogy is about 600,000 tokens, and the entire Harry Potter series combined is 1.2 million tokens.

What is a session? 

Sessions are like individual conversations. Each time you engage with the Zappi Marketing Agents, you start a fresh session that starts with only the pre-determined training each agent got when they were set up and will not pull from other sessions.You can continually iterate within a session which can include multiple image generations and updates to the original concept. You can re-open sessions any time to continue to make changes from where you left off.

Pricing and Packaging FAQs

What if you use your monthly allowance before the end of your monthly cycle?

Don’t worry! Similar to your monthly data allowance on your phone contract, we will let you know if you are close to running out of tokens or sessions and you can purchase a monthly usage bolt-on for any overages within that month. The usage bolt-on is available on a use-it-or-lose-it basis only within the monthly cycle it is purchased and will not roll over to subsequent months.

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