Zappi launches self-service AI Concept Creation Agents to revolutionize product ideation

In today’s fast-paced innovation landscape, ideation bottlenecks can stall even the most forward-thinking brands. Traditional brainstorming takes weeks or even months and still often churns out little beyond familiar ideas, while the pressure to innovate at speed demands fresh, consumer-rooted thinking. Enter Zappi’s AI Concept Creation Agents - now available for self-service, empowering brands to generate high-quality, insight-backed concepts at scale.

AI is rapidly transforming the way businesses approach ideation and product development. Recent advancements in generative AI have made it possible to speed up creative processes while staying grounded in data. Yet, many solutions rely on generic models disconnected from real (or relevant) consumer insight. Zappi’s Concept Creation Agents solve this challenge by integrating connected consumer data from concept testing and relevant customer expertise directly into the concept creation process. 

With AI Concept Creation Agents, Zappi offers a virtual marketing team designed to supercharge traditional ideation. By tapping into your Zappi concept testing data (through tools like Activate It and Activate It Early), your brand’s expertise (such as guidelines, positioning, and compliance rules), and Zappi’s AI agent capabilities, these agents not only generate consumer-informed concepts, but also in record time. 

Generic, generative AI is not going to cut it. The successful, market-ready utilization of AI agents within the product innovation landscape is a game changer, and this is a glimpse into the future of product concept development as we know it! Zappi is automating the traditionally lengthy tasks involved in ideation,  like analyzing consumer insights, ensuring brand fit, creating concept descriptions and visuals, whilst still keeping humans in-the-loop to guide the creation. And with that getting the best of both worlds and fundamentally transforming product concept development.

Each customer has a customized ecosystem of agents, built to meet their unique goals and business needs. These agents can then pull from:

• Zappi survey data: category-specific insights from prior concept tests.

• Customer expertise inputs: brand guidelines, social feeds, compliance frameworks, and more.

This ensures that every concept is not only fresh but also market-aligned and insight-driven. Using this approach means the more you use your agents, the smarter they get - continuously learning from your data and feedback.You also have the flexibility to get highly personalized concepts tailored to fit specific requirements, as well as push the boundaries of open-ended, out-of-the-box thinking.

The numbers speak for themselves:

• 30x faster than traditional concept creation methods.

• 20x lower resource costs for new concepts.

• 90% of agent-generated concepts score high on breakthrough potential.

Teams can now bring concepts to life in minutes or hours, not days or weeks, tailor ideas specifically for specific demographics and target audiences, and uncover bold, breakthrough opportunities at a fraction of traditional costs.

At its core, Zappi’s AI doesn’t aim to replace human creativity. Instead, it amplifies it. As Nic Umana, Global Agile Innovation Director at Mars, puts it: "It’s the job of AI to diverge and the role of humans to converge… If you let AI open up our minds and the possibilities, then we’ll converge in a way that is right for us and right for our business."

Zappi’s platform ensures that AI-generated ideas remain aligned with your brand's strategic objectives, supporting creative exploration grounded in real consumer insight.

As the market leader in connected insights, Zappi AI Concept Creation Agents stand out of the pack by effectively using an agent ecosystem to leverage customer-specific data, deep industry expertise, and a fun, intuitive platform designed to make ideation not just effective, but enjoyable.

With the launch of self-service Concept Creation Agents, Zappi empowers brands to break free from innovation bottlenecks and bring market-winning concepts to life - faster and smarter.

Ready to experience it yourself? Book a demo or explore the platform today.