How AI Is Reshaping Creative Advertising Strategies

Kantar's Koister on Scaling Creative Testing and Boosting Brand Engagement With AI Michael Novinson (MichaelNovinson) • November 28, 2025

Artificial intelligence-powered creative testing is reshaping how brands evaluate ad effectiveness, offering faster, broader insight at scale. Jari Koister, CTO of Insights at Kantar, said this shift enables brands to move beyond traditional panels and embrace real-time feedback across hundreds of variations.

Kantar's agentic AI models use a normative database to analyze ad performance, breaking video into scenes and recommending targeted changes. These suggestions, such as inserting branded elements or altering human behavior in a scene, boost emotional engagement and brand recognition. Generative AI now builds on this by proposing and creating variations, making it easier for creators to refine ideas quickly and effectively.

"With this AI-driven way of testing, you can scale it out, you can take many more variations of the ad and be much more broad in ...