Predictive attention analysis
Compare creative variants and predict attention, recall, and resonance before launch. Results can be viewed with second-by-second clarity and benchmarked against category norms.
Decode AI Creative Insights
Decode AI Creative Insights predicts ad attention, emotional response, and conversion impact before launch, helping teams compare variants and refine creatives.
AI-assisted creative testing before launch
Decode AI Creative Insights is an AI-powered creative testing product for evaluating ads and other marketing assets before launch. It is intended to help marketing, creative, research, and product teams compare concepts, messages, executions, and variants using predicted attention, emotion, and conversion impact rather than relying only on subjective review.
The product combines predictive creative evaluation with emotion simulation and visual attention analysis. Teams can inspect emotional response over time, see which parts of a layout attract attention, compare results with category benchmarks, and use prescriptive recommendations to refine work before media budget is committed.
Core capabilities
Emotion simulation
Model emotional highs and lows throughout a creative to identify moments that trigger engagement or drop-off, and connect emotional response with intent.
Visual attention heatmaps
Use visual hierarchy heatmaps to identify where viewers look first, whether key messages are visible, and which layout elements may distract from the intended communication.
Prescriptive recommendations
Receive AI-generated recommendations that explain what to change, why the change matters, and which improvements should be prioritized when refining a creative.
Synthetic audience comparison
Build reusable synthetic audiences, apply them across evaluations, and compare predicted creative responses persona by persona before committing media spend.
Multimodal emotion and attention signals
The underlying Decode platform lists facial expression analysis, eye gaze tracking, and voice emotion analysis as insight technologies supporting its broader customer-signal and creative-research workflows.
Practical use cases
Concept validation
Screen multiple creative concepts before production or paid distribution, using predicted attention, emotion, and conversion potential to decide which directions warrant further investment.
Message and layout optimization
Compare alternative messages, layouts, or executions and identify where viewers lose attention, miss the intended message, or show weaker emotional response.
Pre-launch ad testing
Evaluate ads before a campaign goes live and use category comparisons plus creative recommendations to select a stronger version and reduce avoidable media waste.
Banner and OOH evaluation
Assess banners and out-of-home executions for visibility and visual hierarchy, checking whether the main message and branding receive attention in the intended order.
Audience-specific creative review
Apply reusable synthetic audience profiles to the same evaluation and compare predicted responses across personas when a team needs to understand audience-level differences.
Pros and Cons
Pros
- Supports pre-launch comparison of creative concepts, messages, executions, and variants.
- Combines predicted attention, emotion, conversion impact, and visual attention views in one creative-testing workflow.
- Provides second-by-second analysis for attention and emotional response, helping teams locate specific moments that need revision.
- Adds audience-persona comparison through reusable synthetic audiences.
- Includes AI recommendations intended to translate evaluation results into concrete creative changes.
Cons
- The available evidence does not define the full methodology, benchmark construction, or the conditions under which predictive scores should be interpreted.
- Access and usage vary by plan; the free tier has limited scans and studies, while broader integrations, API access, and enterprise controls are associated with enterprise access.
- Some listed panel and collaboration integrations are marked as coming soon, so availability should be confirmed for a specific workflow.
FAQ
What is Decode AI Creative Insights used for?
Decode AI Creative Insights is designed for evaluating ads and other marketing creatives before media launch. It can compare creative variants and provide attention, emotion, and conversion-impact predictions to support selection and refinement.
What outputs can a creative evaluation include?
The platform evaluates creative concepts, messages, executions, and variants. Its listed outputs include predictive attention, recall and resonance measures, second-by-second emotion views, visual attention heatmaps, performance scores, and AI-generated improvement recommendations.
Can teams compare creatives across audience profiles?
The product page describes reusable synthetic audiences that can be applied across evaluations and compared persona by persona. This allows teams to examine how predicted creative performance differs between audience profiles.
Is there a free or enterprise access option?
Decode offers a free tier with limited access, including five AI creative prediction scans, while enterprise access includes AI Creative Insights and custom usage options. The pricing page also provides a contact-sales route for broader requirements.
What integrations are available?
The site lists integrations with panels and research tools including Cint, Dynata, Respondent, Prolific, Figma, Slack, Google Drive, Toluna, Teams, and WebEx; some entries are marked as coming soon. Enterprise plans list broader integrations and API access, but availability may depend on the plan.
Quick Facts
- Category
- AI creative testing
- Platform
- Decode by Entropik
- Primary users
- Marketing, creative, research, product, and UX teams
- Primary workflow
- Evaluate and refine creatives before media launch
- Key signals
- Attention, emotion, visual gaze, recall, resonance, and conversion impact
- Access model
- Free tier and enterprise access; broader usage and capabilities are plan-dependent
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