The launch is set to help brands and agencies tackle the multi-billion dollar cost of dull media

Amplified, the global pioneer in human-led media measurement, has announced the launch of its Creative Testing AI –  a Self-Service, fully automated, ecommerce-enabled solution that delivers predictive attention insights and actionable creative recommendations in under 24 hours. 

This new offering is designed to unify media and creative to support modern marketers, agencies, and creative teams seeking quick, affordable, and scalable ways to optimise ad testing and effectiveness. 

With the self-service platform, users can upload their video assets, set campaign goals, and receive a detailed report on how their social ads perform across major platforms – with insights on where attention is gained or lost, and actionable recommendations to boost impact.

The launch comes at a time when marketers, brands and agencies are increasingly plagued by the significant commercial cost of ineffective, dull advertising. Recent research conducted by Amplified Founder, Dr. Karen Nelson-Field in collaboration with Peter Field and Adam Morgan of eatbigfish, showed how “dull” advertising is costing brands billions annually in wasted spend, as less engaging campaigns require far more media budget to achieve the same results as creative that truly captures attention.

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Key features of the offering include:

• Results in Under 24 Hours: Upload creative and get a full attention performance report by the next business day.

• Predictive Attention Insights: See how your ad performs in real-world contexts across social and some open web video placements.

• Actionable Recommendations: Receive brand and campaign specific advice on creative and media improvements, driven by Amplified’s offering which combines in ad context AI, trained on its expansive attention data, to general creative performance.

• No Onboarding, No Contracts: Access insights on demand, with flexible pricing options for both one-off and volume testing.

Amplified has been conducting in-market trials with its Managed Service offering of Creative Testing AI, with key customers like Snapchat and Virgin Australia. The leading attention solutions provider is now looking to offer customers a self-service experience that allows them to easily test video ads for attention without the use of a contractor. With results generated in less than 24 hours, customers can gain actionable insights to optimise creative performance across these channels and formats.

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“Partnering with Amplified has enabled us to clearly demonstrate to brands how attention varies significantly between platforms and how Snapchat excels at driving deeper, more active engagement. These insights have become an invaluable tool for helping advertisers tailor creative, optimise media investment, and plan campaigns that maximise ROI and long-term brand impact,” added Abhishek Loumish, Group Manager, Marketing Science, Snapchat.

Dr. Karen Nelson-Field, Founder of Amplified continued: “The data is clear: ads that fail to hold attention are costing brands billions. Amplified has spent years closing that gap, making science-backed media insights accessible to brands. Now, by unifying media and creative, we deliver human-centric insights that optimise creative in real-world media environments. Our new AI solution uses in-ad recognition to predict attention decay and creative performance offering a fast, scalable solution for any brand battling dull advertising in dull media.”

The Self-Service Creative Testing experience is available to buy via Amplified’s website, with customers able to test creative performance and receive attention reports within 24 hours. 

Amplified is the global pioneer in human-led media measurement. Its platform, research services and data integrations enable brands and agencies to measure, predict and optimise real human attention – a proven metric that drives stronger business outcomes in advertising. Offering predictive planning tools, creative analysis and in-flight campaign measurement, Amplified delivers data-driven insights built on world-leading research and real behavioural signals. Trusted by global media leaders including Meta, OMG, Spotify, Pinterest and Snapchat, Amplified is redefining media performance in the attention economy.