Sydney, Australia – Kantar has announced the launch of the Kantar AI Lab, which brings together the company’s AI teams across its entire business. This new centre of expertise for the development of AI Technologies, products, and collaborations incorporates AI into all aspects of Kantar’s business.
This approach aims to disrupt the insights sector on a broad scale by integrating Kantar’s AI capabilities with its expertise and extensive data to provide clients with an improved experience.
The Kantar AI Lab includes the Kantar AI Assistant (KaiA), a conversational generative AI assistant that allows marketers to interact with data more intuitively by just asking questions. KaiA integrates proprietary data, models, and analytical frameworks to create insights in seconds, and it is initially available to Kantar Brand Tracking clients.
One of the features of Kantar AI Lab is Text AI, a novel, proprietary generative AI-based method intended for large-scale analysis of thousands of open-ended survey answers. In massive amounts of text-based responses, it finds, classifies, and comprehends common patterns while upholding data security and privacy norms. More probing questions can lead to a more in-depth understanding.
The next innovation from Kantar AI Lab is Text AI, a brand-new, in-house generative AI method that can evaluate tens of thousands of survey replies with open-ended questions at once. In massive amounts of text-based responses, it finds, classifies, and comprehends common patterns while upholding data security and privacy norms. More probing questions can lead to more in-depth understanding.
For video, LINK AI Creative Insights integrates media effectiveness evaluation with creative thinking. Brands may now make comprehensive judgments about media planning because of this connection.
A newly developed hybrid metric that predicts an advertisement’s impact on brand awareness, consideration, and purchase intent inside digital advertising is introduced via the predicted brand lift function in LINK+ digital creative testing.
Advertisers can track campaign adherence to channel or brand rules with automated creative tagging for ads tested with LINK AI in addition to LINK AI’s creative effectiveness data. Deeper meta-analyses that determine which creative components tend to produce desired results for advertisers and their clients are made possible by this combination.
The hybrid market transfer function in LINK AI provides AI-based forecasts of ad success in secondary markets by leveraging LINK+ results from the primary market. This tool assists brands with the problem of developing memorable advertising while maximising effect by identifying creative executions fit for global deployment. It offers to save time, maximise ad ROI, and boost advertiser confidence when expanding campaigns abroad.
ConceptEvaluate AI is a new tool created with Kantar’s innovation database to provide brands with precise estimates of in-market success for their concepts. It aims to reduce time to market and increase cost-effectiveness by providing early input on up to 100 proposals. By finding higher-performing concepts, the tool reduces risk in the innovation process and indicates which concepts should be tested further.
Speaking about the launch, Ashok Kalidas, global chief AI scientist at Kantar, said, “We’re focused on the impact that AI can have in enhancing fraud prevention, the role of synthetic data, and fast and flexible data sourcing. For clients, our work is enabling everything from data connectivity to campaign optimisation, pushing the boundaries of how we understand people and help shape the brands of tomorrow.”
Meanwhile, John Cucka, head of analytics and AI for Kantar Australia, said, “Streamlining our processes, improving data quality, and maintaining cost control for our clients aren’t the sexy news businesses usually shout about. The launch of AI Lab is an opportunity to shout about the new AI tools we’ve developed that are getting into our client’s hands.”
He added, “Leveraging our world-leading frameworks, proprietary databases, and an army of data science, statistics, and technology experts, we’ve developed tools across the entire marketing landscape based on world-leading technologies. The depth and breadth of our AI-powered portfolio are like nothing else available in Australia. Whether the need is in Creative, Media, Innovation or Branding, AI-powered tools now exist from idea generation through to testing, refinement, optimisation, and forecasting.”
“This is just the beginning of the AI evolution of the industry. As we can continue to train up our AI agents, speed and quality will continue to rise, and accessibility will continue to open. AI is fundamentally changing how we work, but it’s not replacing humans. It is freeing up our incredibly talented and experienced team to focus on leveraging the tools to our client’s advantage, generating better insights to ultimately drive better strategic and tactical decision-making,” Cucka concluded.
