Zappi launches Amplify AI and the new Amplify Hub, the next evolution of its connected ad testing system

Today, Zappi is launching Amplify AI and the new Amplify Hub, two additions that expand Amplify into a more connected advertising decision system for today’s creative landscape.

The media landscape has fundamentally shifted. Brands once focused research on a smaller number of high-investment TV and video executions designed for broad reach and sustained attention. Today, campaigns are made up of dozens, sometimes hundreds, of digital, social and video assets across fragmented, fast-moving channels. And with AI accelerating creative production, teams can generate more ideas, versions and assets than ever before.

More channels and more assets create more decisions: what to launch, what to optimize, what to boost, what to cut and what to learn from. But traditional ad testing was not built to support every asset with the same level of depth, time and cost.

This has created a creative decision gap. Forrester found that 57% of B2C marketing decision-makers agree their consumer insights team takes too long to deliver the insights they need. And in Zappi conversations with 20+ global enterprise customers, we found that only 5–10% of campaign creative is typically validated with real consumer insight before launch.

That leaves too many creative decisions to be made using instinct, agency opinion or platform engagement metrics, signals that show what people clicked, watched or shared, but not whether the creative is building memory, strengthening the brand or driving long-term impact. 

Amplify AI and the Amplify Hub help close that gap:

• Amplify AI: A predictive ad testing solution for high-volume social video and YouTube assets, giving teams fast, directional consumer intelligence at scale.

• Amplify Hub: The new platform experience that brings Amplify results together in one place, helping teams organize tested assets, group them into Collections, compare performance and build learning across campaigns, channels and markets.

Amplify AI gives teams fast, directional brand signals for high-volume social video and YouTube assets, the creative that often goes untested because traditional research cannot easily scale across every execution.

These assets may be lower risk individually, but together they play a major role in how campaigns perform. Amplify AI helps teams bring consumer guidance to more of those decisions, from which assets to launch, optimize or boost, to which should be reviewed or deprioritized.

The workflow is simple. Upload up to 100 assets for a specific channel and market, then get results back in 15 to 30 minutes through a streamlined AI Quick Report.

Results include Creative Power, an overall directional score that helps teams quickly understand expected creative strength, along with supporting 3Rs scores that highlight where an asset is stronger or weaker. Together, these signals help teams compare assets, identify likely strengths and weaknesses, and make faster decisions about what to invest behind, improve, or cut.

Amplify AI combines a machine learning prediction model with synthetic respondents trained on Zappi’s validated human respondent methodology, which has been proven to predict in-market outcomes. In validation, 84% of Amplify AI predictions landed within one point of results produced by human respondents.

Amplify AI is not designed to replace deeper human respondent research where richer diagnostics, subgroup analysis, or higher confidence validation are required. It is designed to extend consumer guidance across the many digital and social assets that need fast, right-sized decisions.

The result is fast, directional brand guidance across a larger set of creative assets, built for the speed, volume and scale of modern digital video decision-making.

"When asset volume makes traditional testing impractical, Zappi’s Amplify AI tool helps us bridge the gap - so we’re informed, not guessing. It surfaces what’s likely to work and why, helping us make better campaign decisions. That’s consistent with how we use AI across Kraft Heinz - we treat AI as a co‑pilot to accelerate learning and problem-solving, while keeping humans accountable for the final calls."

- Matt Slater, Associate Director, Consumer Insights at Kraft Heinz

Amplify AI launches alongside the new Amplify Hub, a unified experience for organizing and exploring Amplify ad research within Zappi’s Connected Insights Platform.

The Hub brings tested assets together across media types, stages of development, and Amplify solutions, helping teams move from disconnected project results to a clearer view of creative performance across campaigns, channels, and markets.

At launch, the Amplify Hub includes two key capabilities:

• The Ad Library: A single view of tested ads across media types and stages of development, with headline metrics visible at a glance. Instead of searching across separate projects, teams can quickly find the creative they have tested and understand how each asset performed.

• Collections: A way to group related assets by campaign, channel, market, content stream, or any other organizing principle. Collections make it easier to compare performance collectively across a set, identify the strongest and weakest assets, and spot opportunities to improve. 

Together, the Ad Library and Collections help teams unlock much more value from their advertising research. Teams can compare assets more easily, evaluate how creative performs across a group and spot patterns over time — turning individual results into learning that helps build stronger campaigns.

Amplify has always been built on the belief that stronger creative drives stronger business outcomes, and that consumer insight should shape decisions early, often, and as part of a connected learning system.

That doesn’t change.

With Amplify AI and the Amplify Hub, Zappi’s advertising system evolves for today’s creative landscape. Teams can go deep on high-investment assets with the rigor of human-respondent research, go broader across high-volume social video and YouTube assets with fast predictive brand signals, and connect learning across the full creative lifecycle with ease.

The result is a more complete system for modern advertising decisions: use human surveys where confidence matters most, leverage AI and synthetic approaches where speed and scale matter, and learn from everything.

Because the advantage won’t go to the teams that simply create more. It will go to the teams that know what to do next.

Amplify AI is now available in the US and UK for social video assets across TikTok, Instagram, Facebook and YouTube.

The new Amplify Hub is currently live for all Amplify customers.

Want to learn more? Contact Zappi to request a demo.