Picsart and Zappi have partnered to introduce the Vera AI agent, a specialized tool for creative teams. Vera is now available through the Picsart Agent Marketplace.
Picsart has an AI-driven media production and distribution platform. More than 100 million creators and enterprises use it globally. On the other hand, Zappi offers connected insights to leading consumer brands like McDonald’s, PepsiCo, and Vodafone.
The partnership brings Zappi’s consumer research directly into the creative process. As a result, creators can make decisions using evidence from real consumers.
Mikayel Vardanyan, cofounder and COO of Picsart, said: “We’re building Picsart to become the world’s largest AI-powered media production and distribution platform, connecting every stage of the media lifecycle. With Zappi integrated into our agent platform, brands can not only create content with AI, but validate how it will resonate with consumers before distributing it at scale. It’s an important step toward a future where creation, consumer intelligence, optimization, and distribution all happen within one connected ecosystem.”
Vera helps solve one of the issues that occur between the process of creating content and making marketing decisions. Creators can test video ideas before spending their media budgets on them. Vera is different from AI that works with other databases since it utilizes consumer insights provided by Zappi.
Vera Brings Consumer Insights Into Creative Decisions
The Zappi model was tested on numerous digital ads. Real consumers reviewed the ads as part of the test. The model showed better performance in detecting creativity on various parameters, from 86% to 93% of the time.
Using the Agent Marketplace, creators get access to two types of functionalities. First, Vera gives information about the audience. Such information can be used by the team in the process of developing their creative strategy.
Steve Phillips, Founder & Chief Innovation Officer, Zappi, explains: “AI has transformed how quickly marketers can create, but speed alone doesn’t tell you whether an idea will connect with people. The opportunity now is to bring consumer understanding directly into the creation workflow so insight can inform the idea, help teams improve it, and give them greater confidence before it goes live. When you combine the creative power of AI with evidence from real consumers, insight stops being a separate step and becomes part of how the work gets made.”
Secondly, Vera performs creative validation prior to releasing the ad. She scores the content and pinpoints those aspects that need improvement. Also, other agents can utilize the findings from Vera within the Picsart environment. This way, video-oriented agents can optimize videos in real-time.
Zappi integrates millions of data points collected from consumers with traditional advertising research techniques. The Zappi approach is based on four aspects: attention, emotional connection, brand effect, and consumer action. Lastly, Picsart constantly expands the Creative AI Agent Marketplace. This platform allows creators to search, hire, and manage Picsart agents and agents from other sources. These agents integrate with the Picsart editor and brands’ assets.
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News Source: Businesswire.com
