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.