Category: AI
-
MSW Research Clarifies Data Privacy, AI Use, Training and Non-Use of Synthetic Data for Creative Gauge AI™
FOR IMMEDIATE RELEASE MSW Research today reaffirmed its commitment to client data privacy, clarifying how its Creative Gauge AI platform is trained, what data it does and does not use as well as non-use of any synthetic data. As concerns grow across the research and advertising industries about the use of client data to train…
-
Number 3: Creative – Creative Gauge AI™
“What makes it different from other AI or pre-testing tools?” There is a lot of AI in creative testing right now. Much of it predicts attention. Or recall. Or platform engagement. Creative Gauge AI is built to predict brand growth. It evaluates the actual content of the ad. Brand Messaging. Emotional Connection. Brand Linkage. Advertising…
-
MSW Research Introduces Unlimited Creative Testing Pricing Model for Creative Gauge AI™
FOR IMMEDIATE RELEASE MSW Research Introduces Unlimited Creative Testing Pricing Model for Creative Gauge AI™ Woodbury, NY – February 20, 2026 – MSW Research today announced a new pricing model for its Creative Gauge AI™ platform: Unlimited Creative Testing. One Price. All Your Assets. Creative Gauge AI™ is MSW’s AI-powered creative evaluation system, already used…
-
Auto Insurance CES
Background The MSW Creative GaugeTM AI service evaluates the sales potential of advertisements of different formats based on the content profile of the ad itself. Results are typically available within minutes, making this low-cost tool ideal for applications such as competitive testing, concept screening, early-stage evaluation and landscape analysis. Automobile insurance is a fiercely competitive…
-
Synthetic Data, Sample Boosting, and more…
When you hear terms like synthetic data or AI sample boosting, they may sound positive due to their connection with AI. ⚙️ ▪︎ However, these techniques can have significant effects on your data—often similar to the survey fraud issues our industry faces. ▪︎ Understanding the difference between sample boosting and traditional weighting is crucial,…
-
Causal and Generative AI
✔︎ At MSW Research, we combine the strengths of generative and causal #AI to build our Creative Effectiveness Score. While generative AI creates content based on existing data, causal AI predicts future outcomes and provides insights into why those outcomes occur. That’s why our AI Creative Effectiveness Score uses both. This allows it to…
-
Let’s Talk AI – Sample Boosting
Sample boosting is becoming a popular term – the use of synthetic respondents to enhance or replace real survey participants. These are also referred to as synthetic users, synthetic personas, or virtual audiences. ➤ The concept of sample boosting—adding synthetic respondents to surveys—is sometimes confused with old-school weighting techniques. However, generative AI can lead…
-
Leveraging MSW’s Creative Effectiveness Score
Since the 1960s, MSW Research has been a leader in evaluating advertising across various media. Today, we’ve harnessed that experience in an #AI tool that delivers a Creative Effectiveness Score predictive of sales. ► MSW Research’s Creative Effectiveness Score metric evaluates ads on 150 creative elements proven to drive brand preference, offering insights across…
-
| Video Blog | Why The Industry Needs MSW’s AI Creative Effectiveness Score
Your doorbell camera can recognize a person, a dog, or a package. That doesn’t make for effective advertising. While AI might be great at identifying these visual elements, it struggles to grasp the nuances of emotion. Here’s where MSW Research’s Creative Effectiveness Score steps in: Our blended approach, combining AI and human insights, bridges this…
-
| Video Blog | What Our AI Creative Effectiveness Score is Trained On
MSW Research’s Creative Effectiveness Score AI is rewriting the rules on advertising research. How? It’s simple – our AI is trained on the essence of effective advertising. We’ve meticulously taught it to recognize 150 distinct creative content elements, drawing from 50 years of research and data. These elements are carefully weighted based on their impact…