2026 campaign planning is now well underway for marketers. To support their creative testing programs, Swayable’s R&D teams have been continually enhancing Swayable’s Insights Factory to harness the rapid growth opportunities that AI presents for marketers.
Insights Factory updates include a conversational interface that invites users to interact directly with its core AI intelligence layer.
The Insights Factory is built on the foundations of the Swayable Analysis Engine, the platform’s agentic code generation system that flexibly and securely analyzes hundreds of thousands of data points measured in a typical Swayable experiment. Marketers in Swayable’s advance deployment program use Insights Factory to generate customized analysis of relevant test insights in a matter of seconds. Insights Factory understands the types of content being tested and uses this to provide contextually intelligent breakdowns of what creative concepts work, which don’t, and most importantly, insights into why.
Swayable's Insights Factory enables marketers to accelerate consumer insights generation with topline memos, presentation-ready slideware for stakeholder meetings, and a powerful conversational interface. We’re excited to share the latest updates, and how they allow marketers to uplevel the creative testing process.
Comprehensive, elevated toplines surface relevant insights
When marketing teams run a creative test, they often want to uncover what ad themes increase brand lift the best, what concepts perform best with specific audience segments, and the recommended next steps for creative decisions based on these insights.
Brands are using AI-generated topline memos to answer these questions and more by surfacing the most relevant findings instantaneously. They go beyond a quick summary of results, using multi-agent AI workflows that mirror the work of human analysts by parsing through several thousand pages of statistics and qualitative comments. These agents develop hypotheses, stress-test them for importance and relevance, triple-check the accuracy of any references, and structure clear storylines.
Take a look at toplines that Swayable generated for a test¹ that measured brand lift, purchase consideration, and brand equity of eight ads across Coca-Cola’s product portfolio:
Topline memos kick off with an executive summary of insights.
To start, the topline memo provides a high-level summary of the creative winners based on their percentage-point increases across the primary metrics tested. It’s a starting point that spotlights key ad themes that drove a positive reaction among consumer respondents.
Then, the memo delves into more granular quantitative and qualitative insights that speak to how certain audience segments respond to certain products and themes.
Toplines provide insight into which ads resonate with certain audience segments.
For example, Coca-Cola’s holiday ads performed the best across all audiences. Past the holiday season, however, the brand’s broader “Who will you Share a Coke with” ad performed the best, particularly among women and brand loyalists.
Toplines also incorporate qualitative respondent comments.
Toplines also include relevant qualitative comments from respondents, further illustrating reasons behind the strengths and weaknesses identified with key segments.
Overall, marketers use these enhancements to accelerate the ability to review comprehensive breakdowns of creative testing insights—and make it easier to digest and present the information to internal and external stakeholders.
Dynamic presentations turn results into decisions, faster
Swayable’s Insights Factory now uses AI to generate stakeholder-ready presentations as soon as creative test results become available. This capability builds on Swayable’s core promise of delivering rigorous creative insights at unprecedented speed by helping teams package insights and communicate results just as quickly.
AI-generated presentations surface executive-ready summaries alongside detailed breakdowns for every creative test.
Each presentation distills complex test findings into a structured story designed for executive review and deeper exploration. Slides include a high-level summary of results, an overview of the creative assets tested, and detailed breakdowns of key findings and audience segment drivers, supported by charts, graphs, and qualitative takeaways aligned with Swayable’s dashboard.
Swayable’s Insights Factory generates on-demand visualizations that make creative performance easy to interpret and act on.
Presentations also include dynamic benchmark comparisons drawn from thousands of creative tests on the Swayable platform. By contextualizing performance against similar brands, categories, or broader industry norms, teams can quickly assess significance and confidently prioritize next steps.
Tailor your presentations by giving AI additional context, select priority metrics, or audiences.
To guide the focus area of your insights, you can add additional context such as objectives, priority metrics, and audiences, as well as upload supporting materials such as creative briefs and test design documents. This customization allows presentations to prioritize, interpret and contextualize insights in a nuanced manner that align with the research objective of each test.
With AI-generated slideware, Swayable now accelerates how teams turn test results into clear, actionable decisions. Presentations are available to download in PowerPoint (.pptx) format, with additional customization options, templates, and enhanced designs coming soon.
Users can now interact directly with the core intelligence layer of Insights Factory
Swayable’s conversational interface allows users to interact directly with Insights Factory’s primary intelligence layer.
Marketers often want an on-the-spot rundown of how specific segments responded to their ads. In the past, it could take weeks for analysts to identify those patterns. Swayable now provides direct access to the primary intelligence layer of the Analysis Engine, enabling users to ask questions and gather comprehensive analyses in as little as a minute. Users can ask anything about results of their test—such as which metrics increase the most in response to ads, the most polarizing ads between audience segments, whether ad length impacts brand lift.
To answer questions like these effectively, the Analysis Engine conducts research and analysis within the experiment data by writing code. It interprets the exact metrics or audiences a user is referring to in their question, verifies permission, then writes code to gather data securely, analyze that data, statistical analysis, plot charts, and validate results. The Analysis Engine also views the ads and reads long-form open-ended survey responses, so that it can provide qualitative observations to complement quantitative breakdowns.
This process ensures that answers and takeaways are always verifiable and grounded in the context of the ads that marketers tested, along with what they wanted to measure and why. Check out the conversational interface in action when asked about consumer responses to a home improvement company’s ad performance:
This is yet another way automation is embedded in the platform, supporting Swayable’s mission for AI-powered creative testing: allowing brands to gain instant analytical depth to creative test results that previously took days or weeks for analysts to complete.
Swayable is excited to continue expanding what’s possible in the AI-native platform through continuous enhancements to Insights Factory and the AI analysis engine. These breakthroughs will enable marketers to achieve faster turnarounds of accurate, executive-ready insights that inform creative decision making throughout 2026 and beyond.
Curious to see the AI Analysis Factory in action? Book a demo today.
¹Swayable performed a demonstration analysis using public marketing materials; does not imply any endorsement by the Coca-Cola Company