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Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog AI
Getting ahead: How AI predicts consumer trends before they break
May 18, 2026
Traditional trend reporting is limited by its ability to only register surface shifts from older data that doesn’t always reflect the way consumers think, feel and behave here and now. While ...
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Blog AI
Closing the AI gap: How CPG brands can unlock growth and efficiency
April 29, 2026
AI isn’t a future-state conversation for CPG brands. It’s already reshaping how products are discovered and purchased. But most CPG organizations are stuck in a strange middle ground with high ...
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Blog Innovation
How AI-powered concept screening accelerates innovation
March 30, 2026
In the 1980s, Colgate decided to sell frozen dinners. Colgate had brand recognition and loyal customers, and the frozen meal market was booming. The idea seemed like a natural extension. What the ...
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Blog Advertising
Who is advertising on ChatGPT and how might this new ad channel change advertising?
February 12, 2026
57% of consumers say they trust brands more when they use AI. If consumers put more trust in brands using AI then could they potentially put more trust in ads shown on AI channels rather than search ...
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Blog AI
The new insights investment playbook: Technology, AI and connected learnings
October 23, 2025
The insights landscape is shifting. Fast. Data from our 2025 Connected Insights Imperative report, an annual research initiative designed to help businesses bridge the gaps between consumer research ...
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Blog AI
AI unlocks a new role for insights teams
July 28, 2025
Back in 2023, AI was mostly viewed as a promising future companion for insights teams. There was cautious optimism about its potential to automate repetitive tasks, generate faster reports and maybe ...
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Blog Advertising
How consumers feel about the use of AI in advertising
June 11, 2025
As part of the advertising industry, we likely all have our own opinions about the use of AI. But do audiences care about brands using AI to produce creative? As part of our research into the state ...
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Blog Advertising
AI ethics: The advertiser’s guide to using AI
May 9, 2025
In 2025, 78% of people surveyed say their organizations use AI in at least one business function. Currently, the AI market reached $244 billion. Experts predict it will grow beyond $800 million by ...
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Blog AI
AI customer insights: The AI advantage in consumer research
April 15, 2025
From successful product launches to viral ads, consumer insights are a necessity when it comes to understanding who your customers are and what they want to see from you. And more consumer data is ...
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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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