Zappi Marketing AgentsTM
The Zappi Marketing AgentsTM 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.
- Concept Creation AgentsAI
- Interactive Optimizer AgentAI
Concept Creation AgentsAI
AI Concept Creation Agents are a subset of the Zappi Marketing AgentsTM 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 AgentsAI 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.
How do I generate a new concept?
Interactive Optimizer AgentAI
The Interactive Optimizer AgentAI builds on the Activate It Concept Optimizer by using the Zappi Marketing Agents™ Ecosystem, with a dedicated hub and facilitator. The facilitator pulls in concept details, survey results, and available profiles, 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. Standard profiles only, custom profiles are not supported.
From there, the facilitator offers suggested optimization themes, though you are free to steer the conversation toward any area of the data you want to explore.
Learn more about Interactive Optimizer AgentAI
Privacy and Security
How do you ensure data privacy?
Please see the Zappi Trust Portal as well as Zappi’s Privacy Policy for more information about Zappi’s security practices and policies.
How do I get access to Zappi Marketing AgentsTM?
To access the Zappi Marketing Agents™, you need a Marketing Agents subscription and a Marketing Agents service package. The service package covers the setup, training and ongoing maintenance that keep your agents grounded in your business. It’s available alongside any Zappi base service package (Foundation, Growth or Enterprise).
You will also need Zappi data
- Your own previous testing data - min 20 concepts tested on Activate It or Activate It Early in your category
AND/OR
- Activate It Normative Data Agent for your category/market - currently available in the US and UK for Food, Beverage, Alcohol, Personal Care, and QSR.
Don’t meet the data requirement right now?
Talk to your Zappi account team. We can help seed the right data asset for you by sourcing and launching relevant concepts for your innovation territory, such as historic or competitor concepts.
What’s included in the Marketing Agents service package
Your Marketing Agents service package runs for 12 months and comes in two sizes, based on how many documents you want to load and how many teams or brands need their own hub.
| 1x | 2x | |
|---|---|---|
| Agent ecosystem setup |
Up to 30 documents or assets loaded; up to 5 hubs enabled and customized |
Up to 60 documents or assets loaded; up to 10 hubs enabled and customized |
| Training | One 2-hour expert-led workshop | Two 2-hour expert-led workshops |
| Ongoing maintenance | Up to 12 hours a year (about 3 a quarter) | Up to 24 hours a year (about 6 a quarter) |
Setup: Zappi experts set up your agent ecosystem and load your documents, such as brand guidelines, past research and category knowledge, so agent output reflects your brand and category.
Training: Workshops are hands-on. Your team builds something real with the agents, so they can apply them to their own work.
Maintenance: Maintenance hours keep your agents current as your documents, briefs and strategy change. Hours cover refreshing documents, setting up new agents or hubs, prompt writing and optimization, and agent and hub management.
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
In order to gain access to the Concept Creation AgentsAI, 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 Concept Creation AgentsAI with monthly usage allowance included on a use-it-or-lose-it basis.
Your Marketing Agents subscription includes a monthly usage allowance. Setup, training and maintenance are delivered through your Marketing Agents service package.
Volume plans:
There are three different volume plans for the Zappi Marketing AgentTM add-on:
| Small | Medium | Large |
|---|---|---|
| Appropriate for approx. 3 custom agents | Appropriate for approx. 5 custom agents | Appropriate for approx. 10 custom agents |
| 25M tokens to use in 50 sessions per month [approximately 50 new concepts per month]* | 50M tokens to use in 100 sessions per month [approximately 100 new concepts per month]* | 100M tokens to use in 200 sessions per month [approximately 200 new concepts per month]* |
*This is just an approximation, some sessions may take more or less tokens on average.
Usage Dashboard
The Usage Dashboard gives organization admins visibility into how their team is using the Marketing Agents, including who's using them and how they’re being used.
From the dashboard, admins can monitor:
- User activity: Who on your team is actively using the platform
- Usage patterns: How assistants/tools are being used within your organization
- Context of use: Where activity is occurring across your organization's setup
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 AgentTM, 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.
Usage and Package 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.
What happens to my agents when my documents or strategy change?
Your maintenance hours cover this. Zappi experts refresh your documents, update prompts and set up new agents or hubs so output stays relevant.
What if I need more maintenance hours?
You can add extra hours on top of your package. Contact your account team.
Do unused hours roll over?
No. Package contents are available for 12 months on a use-it-or-lose-it basis.
Is AI Concept Lab included in my package?
No. AI Concept Lab is a separate, optional add-on for a facilitated deep dive.