New system pairs the power of consumer data with AI to enable more consumer-centric product development, empowering brands to create winning products through iterative innovation.

Zappi, a leading consumer insights platform, unveiled the release of its Innovation System to enable brands to accelerate innovation cycles, reduce time to market, and gain a highly predictive view of in-market performance. Powered by AI, the Innovation System combines Zappi customers’ proprietary data sets with Large Language Model (LLM) technology to create an end-to-end platform that aligns product development with evolving consumer needs.

Zappi’s innovation testing products have already helped over 350 leading brands like PepsiCo, Heineken, McDonald’s, and Reckitt to improve over 100,000 product ideas to date. Zappi’s Innovation System delivers more value to brands by incorporating AI at key stages of the product development cycle, reducing product innovation time to less than four hours. This enables teams to create, test, analyze, and optimize ideas with greater speed and effectiveness, driving improved product launch success through real-time, connected insights.

“With our Innovation System and AI-driven Concept Creation Agents, we help brands stay ahead of consumer needs and set trends. By embedding consumer-centric innovation into every stage of development, brands can reduce risks, gain market share, and win,” said Aaron Kechley, CEO of Zappi.

“One-third of c-suite leaders call innovation the number-one lever for growth, according to McKinsey. But 75% of innovation in the CPG industry fails. That’s because new products are routinely disconnected from what consumers want” said Aaron Kechley, CEO of Zappi. “With our Innovation System and revolutionary AI-driven Concept Creation Agents, we empower brands not just to keep up but to stay ahead of consumer needs and set new trends. By embedding consumer-centric innovation into every stage of product development, brands can minimize risks, gain market share, and ultimately, win in their categories.”

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How Zappi’s Innovation System leverages AI-powered tools to support every stage of development:

• Create: Customizable AI-powered Concept Creation Agents supercharge traditional ideation by generating new product or service concepts in as little as five minutes. Specialized AI agents combine a brand’s connected data asset with advanced large language models to deliver unique, market-relevant ideas validated by consumers. By utilizing consumer feedback from past innovation testing, the agents ensure ideas are not just created quickly but are aligned with what resonates, saving time and resources while improving success rates.
• Test: Zappi’s suite of testing tools, including Screen It, Optimize It, and Activate It, allows brands to test concepts at any stage of maturity. Whether validating early ideas or optimizing near-final products, these agile research tools provide fast, tailored solutions to gauge consumer responses and refine ideas in real-time.
• Analyze: With AI Quick Reports, brands can instantly analyze the results of concept tests, combining qualitative and quantitative data into actionable insights. This feature automatically generates in-depth reports that teams can share with stakeholders, saving time and facilitating faster decision-making.
• Optimize: Zappi’s AI Concept Optimizer enhances concepts through continuous consumer feedback, with 65% of key metrics improving and 20% showing significant gains compared to the original concept. This tool enables iterative refinements, ensuring product ideas are optimized for success and closely aligned with consumer preferences before launch.

Mariline Alsuar-Dean, Global Insights Director for Intimate Wellness at Reckitt, commented on Zappi’s AI Concept Optimizer, saying: “Zappi AI optimizer helps us determine in a matter of seconds how to strengthen our innovation concepts and maximize their chances of success at launch. It also helps us understand how to flex our messaging across the different audiences we want to appeal to. Zappi AI optimizer gives us the speed and agility that we need in a space like sexual wellbeing that is constantly disrupted by new trends in culture, politics, and technology.”

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Zappi’s platform also stores and leverages 100% of past research, helping brands build a learning loop that maximizes the value of their consumer insights. Each project contributes to a centralized data asset that helps brands truly connect with consumers. By building on historical insights and real-time consumer feedback, brands can make more informed, data-driven decisions, continuously refining their strategies to stay ahead of market changes.

“Zappi is transforming insights teams from project managers to strategic advisors,” said Steve Phillips, founder and Chief Innovation Officer. “By leveraging AI throughout the entire product-development journey, we’re making it easy for insights teams to bring the consumer’s voice into every strategic decision. By building a centralized, democratized, and connected data asset, brands can consistently stay connected with consumers and drive faster, more consumer-centric innovation”.

Zappi has also been recognized as Best Marketing Insights Platform by the 2023 and 2024 MarTech Breakthrough Awards and named Best AI Startup by SaaStock, reinforcing its commitment to delivering cutting-edge, AI-powered consumer insights.