Zappi Unveils End-to-End AI-Driven Innovation System

Automated consumer insights platform Zappi has launched an Innovation System combining its customers' proprietary data sets with Large Language Model technology to help clients accelerate their innovation cycles and forecast in-market performance.

Zappi says its existing innovation testing products have helped more than 350 leading brands to improve more than 100,000 product ideas to date. The Innovation System brings AI into the process, reducing product innovation time to less than four hours - including the ability to create, test, analyze and optimize ideas.

For the Create stage, customizable AI-powered Concept Creation Agents generate new product or service concepts in as little as five minutes, tapping a brand's connected data asset and consumer feedback from past innovation testing to deliver 'unique, market-relevant ideas validated by consumers'.

Brands can rapidly Test concepts at any stage of maturity using the firm's suite of testing tools, including Screen It, Optimize It and Activate It; and Analyze the results instantly, with AI Quick Reports combining quant and qual data for rapid sharing.

The firm's AI Concept Optimizer iteratively enhances concepts through continuous consumer feedback - Zappi says this process improves 65% of key metrics, with 20% showing significant gains compared to the original concept.

Zappi's platform stores and leverages 100% of each client's past research, helping them to continually improve their knowledge base and the value of their insights.

Recently appointed CEO Aaron Kechley (pictured) comments: '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. 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'.

Mariline Alsuar-Dean, Global Insights Director for Intimate Wellness at Reckitt, says Zappi's AI optimizer helps her team 'determine in a matter of seconds how to strengthen [its] innovation concepts and maximize their chances of success at launch', adding: 'It also helps us understand how to flex our messaging across the different audiences we want to appeal to'.

A certified B-Corp with more than 300 employees across more than a dozen countries, Zappi has offices in Boston, London and Cape Town and is online at www.zappi.io/web .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.