AI-Powered Concept Optimization [Beta]

Overview

You can iterate on your concepts tested in Activate It using our interactive Concept Optimization Agent, or generate a revised concept in PDF format.

In both cases, Zappi looks at your concept and survey results to determine how to address areas where your concept can be improved.

The Concept Optimization PDF feature generates an optimized concept description and image based on your research results and delivers a revised concept with reasoning in PDF format. This is a quick, single iteration.
The Interactive Concept Optimization Agent^AI is like the original concept optimizer, with added control. It delivers the same core optimization, and lets you dig into consumer feedback, steer the direction of changes, and run as many iterations as you need through the Zappi Marketing Agents™ Ecosystem.

We’ve seen significant improvements in performance of concepts optimized using Zappi AI-powered concept optimization. When testing the AI optimized concepts with consumers, 20% of key concept metrics saw significant improvement vs original concepts.

How humans and AI can work together to get significant results:

Efficiency: AI accelerates the optimization process, saving time and resources.	Refinement and Adaptability: Humans apply creative thinking to refine concepts for maximum impact and adjust strategies based on changing needs.
Data-Driven Insights: AI uncovers patterns and themes from open ended responses so you can make more informed decisions.	Human Expertise: Humans provide contextual understanding and industry knowledge and can dig deeper into any part of the survey data.
Rapid Iteration: AI responds to prompts, iterating with each new input and piece of feedback.	Quality Assurance: Human oversight ensures optimized concepts meet desired criteria.

Interactive Concept Optimization Agent^AI

The Interactive Optimization Agent^A^I enhances the existing Activate It Concept Optimizer capability by using the Zappi Marketing Agents^TM Ecosystem with a designated hub and facilitator.

The facilitator retrieves details about the concept and survey results, including the available profiles for analysis. then prompts you to select a profile as a starting point, with the freedom to explore KPIs and verbatim themes across any area of the data. Note that this does not include custom profiles.

The facilitator will suggest key optimization themes as a starting point, but you can direct the conversation toward any area of the data, whether open-ended themes, specific KPIs, or any other focus you choose.

The facilitator will:

Maintain a similar length to the original description.
Preserve the original description's tone of voice.
Roughly follow the original description's layout.
Brand/Product Name/Flavors/Ingredients should only be changed if you explicitly request it.

You are then free to make any further iterations.

Check out the detailed Interactive AI Concept Optimization Guide.

AI generated Concept revision PDF format

The Activate It AI generated concept revision feature allows you to see what your concept description might look like if the feedback from your survey was applied directly onto the concept by an AI trained by Zappi.

The AI will explain why it made the changes and offer an updated image and visual tips to show you what you can tweak on your packaging. You can generate AI revised concepts for the general category audience as well as for a specific target group (profile).

How does it work?

In order to revise the concept, we identify the dominant themes in consumer open ends (Likes & Dislikes) and analyze performance on selected KPIs - Clarity, Breakthrough and Brand Believability as these are the three areas where improvements are not easily identified from open ends. Then a LLM (Large Language Model) applies the results of this analysis to the revised concept, addressing deficiencies and amplifying the elements that were appreciated by consumers.

We then instruct the LLM to evaluate the revision from the perspective of the target audience - the ‘synthetic respondent’.

What is the synthetic respondent?

For the synthetic respondent feedback, we assign the LLM a persona in line with the concepts' target audience, and asking it for its impressions of the revision.

Where to find Concept Optimization?

Activate It AI generated concept revisions are currently available for Activate It Early and Activate it 2.0 FMCG & QSR concepts as part of the free open Beta.

Click the button in the top right and choose the Interactive Concept Optimizer or generate a revised PDF.

Or choose the ‘Revise Concept’ option from your concept tile:

You can choose the target group for which you want to generate the optimized concept. If you want to generate an AI optimization based on feedback from a specific target group, select a profile.

Click generate and Zappi will get to work on the revision. It may take a minute or two to complete.

What about security?

Your privacy and security are our top priorities. We adhere strictly to Microsoft Azure's comprehensive data security policy to ensure your information is safeguarded at all times. This means that any data you provide while using the feature is encrypted, securely stored, and never shared without your explicit consent. Your data (inputs), and your AI revised concepts (outputs) are NOT available neither to OpenAI nor to any third party.

Who owns the generated content?

When you use our feature to generate content, you have full ownership of the generated concepts. We're here to inspire and enable your creativity, not to claim it. Your success is our success!