Zappi Marketing Agents^TM

The Zappi Marketing Agents^TM 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^TM 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 package, 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^TM 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?

Privacy and Security

Zappi's AI capabilities are built on industry-standard security, privacy, and responsible AI practices, including ISO/NIST-aligned controls, bias mitigation, and rigorous model testing. All AI use is governed by ongoing monitoring, human oversight, and compliance with relevant laws and regulations. Find all the details on trust.zappi.io.

Teamspace level permissions

AI Concept Creation Agents are organized at the teamspace level. This ensures your work is clearly separated and only visible to the teams it’s intended for.

How do I get access to AI Concept Creation Agents?

To access the AI Concept Creation Agents, you need a Zappi Marketing Agents subscription and a Marketing Agents service package. The service package covers the setup, training and ongoing maintenance that keep your agents highly relevant to your business and innovation goals, and fully up to date. You can buy it on its own, or alongside a Zappi base service package (Foundation, Growth or Enterprise).

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, talk to your Zappi account team. 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.

AI Concept Lab

For a more in-depth, facilitated experience, you can add an AI Concept Lab at any point during your subscription. It’s a good fit for a specific innovation sprint or for bringing more stakeholders on board. AI Concept Lab is separate from your Marketing Agents service package. Talk to your account team to learn more.

Subscription Add-Ons

To gain access to the AI Concept Creation Agents, you need to purchase a Zappi Marketing Agents^TM add-on to your 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-lose-it basis. Setup, training and ongoing maintenance are delivered through your Marketing Agents service package.

Volume Plans

There are three different volume plans for the Zappi Marketing Agents^TM add-on:

AI Concept Creation Agents | FAQs

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, 1 million tokens would equal about 10 full-length books (about 750,000 words per book).
 

What is a session?

Sessions are like individual conversations. Each time you engage with the Zappi Marketing Agents^TM, 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.

Can I add new agents after the initial setup?

Yes. Your Marketing Agents service package includes maintenance hours, which cover setting up new agents or hubs as your strategy evolves. If you need more than your package includes, you can add extra hours. Contact your account team.

Can I update or retrain my agents?

Users and Admins can’t update the core agent prompts directly. You can create new hubs and add hub-specific instructions on your own. For changes to core prompting or to upload new documents, such as updated brand guidelines or audience personas, your Zappi team can make the updates using your maintenance hours. This keeps your agents aligned as your brand strategy, documents and market needs evolve.

Usage 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.