System1 adds AI-led tools to Test Your Ad platform

System1 has added AI features to its Test Your Ad platform, expanding its creative measurement offering for marketers.

The update introduces Instant Insights, an AI-assisted executive summary feature within Test Your Ad reports. It is designed to highlight key findings and surface supporting material from the company's existing research library.

System1 is also beta testing a predictive AI creative measurement tool in selected markets. The model is trained on the company's Test Your Ad Competitive Edge database, which it describes as a large set of emotional norms built from advertising data.

The beta tool estimates likely human emotional response and distinctiveness response to advertising. It is intended to provide earlier directional guidance, while consumer-based testing remains the main evaluation method.

The latest changes also include broader reporting updates aimed at making findings easier to interpret and share across businesses. These include second-by-second explanations of emotion, links between scenes in an advert and consumer verbatims, measures showing which brand assets are noticed and remembered, demographic views of key metrics, and updated report navigation.

Platform Changes

System1 uses Test Your Ad to rank advertising and assess likely performance. The platform sits at the centre of the company's broader creative effectiveness business, which also includes products focused on innovation and brand health.

System1 says it has a database of more than 100,000 adverts and operates across 81 markets, spanning the UK, Europe, North America, Brazil, Singapore and Australia.

The rollout comes as companies across the advertising and marketing technology sector look for ways to apply AI to research, analytics and campaign planning. For measurement firms, the pressure is on to reduce the time needed to interpret test results while preserving methods built on direct consumer response.

System1 is positioning the new functions as a combination of automated interpretation and human-based measurement. That distinction may matter for advertisers seeking faster feedback during creative development but who remain cautious about relying entirely on machine-led scoring.

Executive Appointment

Separately, System1 recently appointed Mohan Taylor to its executive team as Chief Product and Technology Officer. Taylor has worked as a product leader in technical and advertising-adjacent organisations, including in roles involving AI-based products.

The appointment links product development more closely to the company's advertising strategy as it expands Test Your Ad. It also suggests the business expects AI to play a larger role in how its tools are built and presented to clients.

Andrew Tindall outlined that approach in comments on the update.

"Test Your Ad is already a market-leading product, but we're not standing still. We are investing meaningfully in people, product development and IT so that Test Your Ad remains the most useful and predictive creative measurement tool in the market - combining proven human response, smart and fast AI-powered interpretation and ongoing enhancements to help marketers make better and more confident creative decisions," said Tindall.

The latest product changes show how ad testing providers are trying to balance speed with established research techniques. Rather than replacing its existing model, System1 is layering the new AI tools into reporting and early-stage assessment, while keeping human response central to its evaluation process.

That approach could appeal to marketers seeking faster readouts on creative work before committing larger campaign budgets. It may also help non-specialist teams engage with ad testing reports, especially when results need to be shared beyond marketing departments.

System1 says the reporting changes are intended to make Test Your Ad more insightful, usable and shareable for non-marketers across the business.