Since the 1960s, MSW Research has been a leader in evaluating advertising across various media. Today, we’ve harnessed that experience in an #AI tool that delivers a Creative Effectiveness Score predictive of sales.

► MSW Research’s Creative Effectiveness Score metric evaluates ads on 150 creative elements proven to drive brand preference, offering insights across several key dimensions: emotional connection, rational appeal, brand linkage, and ad structure, and it produces a composite total creative effectiveness score.

► It also provides an AI-generated rationale behind the score, ensuring a built-in logic check.

► From extensive metadata to video content storyboards, we offer a host of deliverables beneficial for competitive testing, all trained and built on 50+ years of data and experience.

It’s fast, and it’s affordable. Discover how our AI can elevate your brand’s creative strategy.

Contact us today to learn more about MSW’s AI Creative Effectiveness Score.

MSW Research is pushing the boundaries in leveraging AI to power creative testing. The evolution of our AI Creative Effectiveness Score metric has been swift and impressive.

✦ Since its launch, this metric has grown rapidly, achieving a level of accuracy and consistency that allows us to scale quickly and effectively. Each score is accompanied by a clear rationale, ensuring our clients can trust the results.

✦ When we first introduced MSW Research’s AI Creative Effectiveness Score, we combined AI with human insights to ensure the best outcomes. Today, our AI leads the way, with human input primarily serving as a spot check—demonstrating the power of blending AI with human expertise.

✦ This progress marks a significant step forward in our ability to meet client needs with precision and confidence. While we’ve faced challenges, our AI’s progress is nothing short of impressive.

We’re excited to share more about this journey and the insights we’ve gained along the way.

If you’re curious about our journey with AI, stay tuned for the third video in our three-part series on leveraging AI to power creative testing.

Introducing the AI Creative Effectiveness Score – the most predictive AI-driven measure of creative effectiveness in the industry.

It’s fast, affordable, and proven to predict in-market sales results.
Built on over 50 years of data, MSW Research’s Customer Commitment Brand Preference measure is the most predictive and validated metric for sales outcomes.

Our AI Creative Effectiveness Score has been endorsed, validated, or certified by industry leaders like Quirk’s Media, the Marketing-Accountability-Standards-Board , and ISO – International Organization for Standardization.

► How It Works:

1. The foundation: Higher brand preference equals higher sales.

2. Content analysis: Our AI tool identifies and weighs 150 key content elements that drive brand preference.

3. AI evaluation: It detects the presence, absence, and prominence of these elements, providing a clear, data-driven rationale behind the score.

With MSW’s AI Creative Effectiveness Score, you can affordably evaluate your advertising before it runs and have confidence that it will deliver results.

► Contact us today to learn more about how you can leverage MSW Research’s AI Creative Effectiveness Score.