Across our partnerships at Swayable, we’ve seen a clear trend of strategically minded marketers using AI to accelerate marketing operations, from content generation to creative testing to insights extraction. Using AI tools can allow teams to achieve greater growth quickly, while spending less time on producing creative that doesn’t persuade consumers. This is why AI automation has always been central to Swayable, enabling marketers to generate gold-standard rapid randomized controlled trials (RCT) impact measurements from real consumers, and act on the insights in as little as 24 hours.
Swayable’s AI innovations are often most visible to users leveraging the Swayable AI Analysis Factory. Analysis Factory accelerates your path from experiment results to insights, using real consumer insights analyzed by automated multi-agent AI workflows, to get to the “so what” and “why” of your results faster. These are always grounded in verifiable, human responses, leveraging the world’s largest data set of high-powered RCT experiment results—which ensures our AI interprets truthful data and delivers accurate insights versus making stuff up.
Key components of Analysis Factory include:
- AI-generated toplines that deliver an executive summary of testing insights in customizable formats and structures to match the needs of your team and stakeholders at all levels
- Intelligent insights presentations turning experiment results into compelling slideware presentations that Swayable users can take directly into decision and review meetings
- Comment summarization and categorization to understand the reactions of consumer respondents at scale, in their own words
- Bespoke data science on demand leveraging Swayable’s proprietary AI code-gen system to build custom interactive analysis and visualizations live, answering questions that previously required days of PhD-level human support
Learn how Swayable is unlocking the potential of AI automation in the creative pre-testing and analysis process for enterprise partners—and our perspective on how business leaders can use this kind of AI today to supercharge data-driven marketing programs.
AI-generated toplines
Marketers use Swayable to measure the metrics that define their campaigns’ success, and identify what’s driving lift among target segments versus what’s not. Access to this trove of real-time results is crucial to make informed creative decisions. But if you’re seeking to spotlight the most relevant insights right away, some may be more evident than others—perhaps one unexpected subsegment is overperforming, or another is showing backlash. AI-generated toplines are designed to surface these insights intelligently and instantly.
Rather than manually analyzing insights from the dashboard, AI toplines provide a rapidly digestible overview of the most important findings from your creative test, including its quantitative and qualitative data. Much more than a summary, they are built by a carefully fine-tuned multi-agent AI workflow. This team of agents emulates the work of human analysts to go through the results dataset (several thousand pages of statistics and comments). The agents develop hypotheses, stress-test them for importance and relevance, and triple-check the accuracy of any references, while structuring a clear and simple storyline.
Accessible immediately from the navigation sidebar within the test results page, AI toplines provide the following:
- An executive summary of the concepts that deliver the strongest lift across all respondents, highlighting the most relevant statistics
- The overall impact of each ad treatment, ordered from the strongest to least strongest brand lift
- A breakdown of the top performing audience segments for each ad treatment, representing drivers of why the content performed well or didn’t
- A list of the most relevant qualitative comments from respondents, illustrating reasons behind the strengths and weaknesses identified with key segments
AI-generated toplines provide a quick, yet substantial rundown of creative testing insights—making it easier than ever to digest and present the information to internal and external stakeholders.
Intelligent insights presentations
Creative insights are only as valuable as your ability to use them to drive decisions. In most organizations, that means communicating insights to colleagues, often in meetings. Swayable has long had slide export capabilities that seamlessly move selected charts and results onto slideware. Now, with support from the Analysis Factory, the platform can make intelligent decisions about entire presentations, laying out a storyline from beginning to end that marketers take directly into meetings, customized for each organization’s presentation preferences.
This capability, currently rolled out to enterprise users on larger plans, generates presentations with carefully structured slides and sections that summarize test findings in a customized format—optimized for sharing with cross-functional teams, executives, and agency partners. These users can even direct Analysis Factory to focus on specific metrics, audiences, and analyses to include in the slide outputs, based on the specific goals of each round of testing.
The slideware is dynamically created, automatically pulling in visuals, topline insights, key performance metrics and even illustrating key points with relevant long-form comments from respondents. As with all Swayable deliverables, the core value of this function is that you can trust it to be accurate. Our research and development program makes this possible by grounding the function in triple-checked, statistically rigorous analysis of real human experiment results. All insights are transparently traceable back to actual consumer data; no assertions are based on unverifiable black-box “proprietary” modeling.
Whether you're prepping for a weekly stand-up or a quarterly planning session, intelligent insights presentations offer a concise story of your results to put in front of stakeholders and accelerate decision-making. If you have specific formatting needs or guidelines, the Swayable Client & Research Success team is on hand to tailor outputs to your needs—from layout changes to storyline structure to branding.
Deeper insights from qualitative comments
A key deliverable of all Swayable pre-tests is insight into why consumers are moved by your messages (or aren’t). Brands and other campaigns use Swayable not just to uncover the clearest possible quantitative evidence of lift, but also rich qualitative reactions from target audiences that help them refine and improve their campaigns.
Swayable’s qualitative insights present the nuanced human perspective behind quantitative results. While the quantitative results prove what worked, this perspective helps marketers understand why. By adding custom insight questions to your experiments, you can gather rich, open-ended feedback on how people feel about the creative and why.
Swayable’s AI infrastructure generates comprehensive summaries of responses at the top of the page, highlighting what respondents liked or disliked about your creative, either among all respondents, or just among selected target segments or cross-tabs. Because these high-powered tests often contain thousands of long-form responses, the platform provides a concise view of any recurring themes, concerns, sentiments, or memorable elements of the creative that characterize how the creative landed with each target segment. With a snapshot of top keywords and like-minded comments, this overview is a starting point to dive deeper into specific comments and extract the most informative signals.
Using AI to supercharge human expertise
As the Swayable team continues to enhance the platform’s AI functionality, both visible and foundational, it’s important to articulate the team’s underlying objectives. We see AI as a core capability that supercharges the work of the experts and decision-makers who use our platform, and delivers insights to their organizations faster and with greater reliability. We don’t see it as a way to replace their judgement, or that of the consumers to which they’re telling their stories.
The technology we develop enables marketing and insights teams to quickly get to the “why” of their creative test results. Critical to the success of our AI solutions is that they can be trusted, transparently grounding all insights in verifiable truths from consumers. Swayable’s tests are rooted in the opinions and behaviors of real people, ensuring results are not only statistically rigorous but represent real observed impact on the consumers who make the actual buying decisions.
While Analysis Factory and our user-facing AI functionality is the most visible to Swayable customers, underlying these developments are multiple parallel research and development workstreams led by teams of Swayable LLM and deep learning engineers, as well as process and workflow experts:
- In-platform automation and insights: In addition to Insights Factory end-products, advanced machine learning makes dramatic increases to the predictiveness and precision of creative tests, extracting content performance patterns across millions of consumers, and delivering automated meta-studies for enterprise users as well as our agency partners, leveraging the world’s largest dataset of high-powered RCT experiment results on marketing creative.
- Generative AI deployment for agile marketing: Not all relevant AI workflows happen directly on Swayable. Teams unlocking the greatest gains from agile marketing programs are often integrating Swayable pre-testing with best-in-class generative AI-powered creative prototyping as part of a holistic AI marketing stack. Swayable works with partners including top consultancies and agencies to launch these integrations and build out client-side AI workflows.
- Cutting-edge research and development: Swayable’s fundamental research has made — and continues to make — substantive contributions to the AI revolution. Our research on persuasion impact is recognized by peer-reviewed publications, the platform has been awarded U.S. patents on the use of advanced machine learning for content impact, and partnerships with the world’s top research teams including those at Stanford, MIT, Columbia, Princeton, Harvard and Yale University. Swayable researchers and R&D alumni are part of teams shipping and fine-tuning the industry’s top foundation models, and our broader community is advancing the art of what’s possible using machines to understand human opinions and how they evolve.
We’re excited to continue sharing more AI innovations from the team. It’s Swayable’s mission to help storytellers tell the truth more effectively, and these AI superpowers deliver the automation needed by users to access, analyze, and share the most useful data from their experiments quickly and accurately—empowering leaders to build programs that unlock greater growth and more efficiency for their work.
Interested in using Swayable’s AI-powered creative testing and analysis platform? Book a demo today.