AI Concept Creation Agents | Free Trial Guide

Welcome to the Zappi Marketing AgentsTM Free Trial! Watch the video below to help you get started.

How do I generate a new concept?

Once you have been granted access to the free trial, you can access the agents directly on the Zappi platform. Go to the side bar, and click on the ‘Marketing Agents’ icon.

Navigation tour

Chat Window: This is where you can enter prompts and get information from each agent as they work.
Sessions: Sessions are like individual conversations. 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.
Assets: Browse all generated images from previous sessions. Select an asset to pick the conversation back up from that point in the session.
Concept feed: As your team creates concepts, they will appear in this feed. You can re-open the session from here too.

Start the conversation

To start a conversation with the agents, type into the chat window or click on the suggested opening prompt. For a new ideation process, the first message can be your initial concept theme, goals, target audience, and any other broad context.

The Facilitator Agent will guide conversation and concept creation flow by activating each agent in sequence. As the agents work to pull insights and complete tasks, you may be prompted for any clarification needed.

You will be able to watch as each of the agents are engaged. Click the arrow next to each agent box to view the facilitator’s prompts and the agent’s individual outputs. When engaging, the box will be blue, and then it turns green when it's complete.

Meet the agents

The initial concept generation can take some time. You will be able to see the concept write-up first while the agents finalize the image generation. It’s best to let the facilitator finish engaging all of the agents before you start iterating, since they may go back and iterate on their own first. The following agents come standard with the free trial:

Facilitator Agent: Handles the flow of interactions between the agents, engages the relevant agent at the right time with the appropriate context, and escalates any unknowns back to you.
Best Practice Agent: Aligns output with formatting & concept writing best practices.
Activate it Normative Data Agent: Surfaces market and category level insights based on Zappi's normative data asset.
Creative Agent: Generates concept language based on insights.
Duplication Agent: Ensures uniqueness across generated concepts compared to what already exists in the market.
Respondent Agent: Roleplays your consumer audience and provides feedback. If the concept doesn’t score high enough, the Facilitator Agent will ask the other agents to iterate based on the feedback.
Creative Agent: Generates concept language based on insights.
Visual Design Agent: Creates image prompts for concept visualization.

Important note: During the free trial, the agents will attempt to create something brand new, and do not have any customized brand inputs. With a paid subscription, Zappi will train a customized brand agent to ensure all of your concepts align with your brand goals.

To help you visualize the concepts for your brand, you can include some brand information, you can include some brand details in your prompts to help the agent create something more aligned with your brand.

Iterate

After all agents have been engaged, you will end up with a written concept and image. You can continue to prompt the agents to make any adjustments.

Best Practice

Refine Through Iteration: The first concept is just a starting point. Use the agents to push the idea further. Each round of inputs help the agents better understand your goals and produce stronger results.

Be Clear and Direct: Start with focused, simple prompts. If the output isn’t aligning with your expectations, don’t hesitate to guide the Facilitator Agent and tell it exactly what you'd like to adjust or improve.

Jump to our FAQ for help with prompting.

Download, share or test the concept

Once you’re happy with the final generated concept, you can copy or download the concept for testing, sharing, or further iteration. If you already use Activate It, you can use the ‘Test this concept’ button to open a project pre-filled with your concept information. Just fill in the rest of the details to complete the configuration and get testing!

How to return to a previous session

You can go back to a session and continue to iterate from where you left off. Click ‘Sessions’, find the session you want, and download the transcript, resume the session or delete the session if it’s your own.

From the Assets tab, you can go back to a previous iteration and restart the session from that point. Just select the corresponding image.

Troubleshooting and prompting help

Quick Fixes Guide

Due to the nature and current state of generative AI, you may experience minor delays or occasional unexpected behavior.

Issue	Try This
Page won’t load	Refresh or clear browser cache.
Agent hangs	Use in-app feedback to report it, then retry.
Nothing is published	Tell the facilitator to publish the concept or image even if it believes it has already done so.
Visuals not generating	Tell the facilitator to go back to the visual design agent, or to publish the image.
Unexpected concept tone	During the free trial, the agents will attempt to create something brand new, and do not have any customized brand inputs. You can include some brand details in your prompts to help the agent create something aligned with your brand. The full version of the Concept Creation Agents will come with several customizable options to help align all your future creations with your brand and goals.

Please refer to the guide above for quick fixes. For larger issues, please contact our Support team or your customer account representative for more help.

Prompting best practices

You can continually refine your concept by prompting the agents. Here are some best practices and examples to get you started.

	Good	Better
Be clear and specific. The facilitator will get you started with some questions to answer. Be as clear and detailed as possible to get the best outcome.	“I want to create a concept for the summer.”	“I want to create a new drink item with a summer theme. It should appeal to young adults who want a healthier drink option.”
State your goal upfront. When you’re making adjustments, tell the agent your goal, and any details you want them to include to get there.	“The concept should be made of more expensive materials.”	“I want the concept to be a premium option. Update the concept to include more high end materials.”
Iterate to refine your concept. Tell the agents what you want to keep or change. You can also give them guidance on how to change it.	"Change the ingredients list to include healthier options."	"I want to keep the flavor the same, but change the rest of the ingredients list to include healthier options like spinach and spirulina."
Tell them what you don’t want. Sometimes it’s easier to pinpoint what you don’t want instead of what you do. Give the agents some guardrails by telling them what you don’t want included in your concept.	"I want my concept to be more simplified."	"Avoid using complicated ingredients and exotic flavors."

Tip: You can call out a specific agent to talk to. You can ask the Creative Agent to modify the text description, or ask the Visual Design Agent to generate a new image.

Troubleshooting FAQs

What if an agent gets stuck or takes too long to respond?

Try refreshing the page. The Facilitator Agent is designed to occasionally stop and ask you questions and will prompt you if action is required. You can always tell the facilitator to ‘Continue’ if you have nothing to add. If issues persist, contact support using the question mark button on the left.

Can I request specific changes to my concept while keeping everything else the same?

Generative AI models often struggle to make highly specific edits while keeping everything else the same because they regenerate content from scratch each time, rather than truly editing. They lack a strong sense of structure or memory, so when asked to tweak just one part - like a word or image element - they may unintentionally alter surrounding details as well. This happens because the models operate probabilistically, meaning small input changes can lead to bigger, unpredictable shifts. While new technology is developing to improve this, perfect control is still a work in progress.

Why is the spelling on my generated image incorrect?

AI image generators don't actually "understand" text - they treat words as visual patterns rather than meaningful language. So when they try to include text in an image, like a slogan or label, they’re mimicking how text looks, not how it's spelled. This can lead to misspellings or jumbled letters. While this is a known limitation, the overall visual concept, style, and layout can still serve as a powerful source of inspiration. So even if the text isn’t perfect, the generated image can still be a valuable starting point for your ideas.

General FAQs

How do you ensure the created concepts are truly unique?

We’re aware there is skepticism about the ability of AI to generate truly distinctive concepts. The Zappi AI Concept creation agents not only leverage LLMs but also Zappi data and your brand-specific inputs which maximizes the chances that the generated concepts are highly distinctive. In fact we’ve seen 90% of the concepts generated by our AI Concept Creation Agents are scoring above the norm on distinctiveness.

How do you keep my data safe?

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.