Now here is where things get interesting for what we can do today.

This work was done entirely with human respondents, which is the right way to validate creative contents. But the honest reality of ad testing is that it gets expensive quickly, especially when you are trying to evaluate several concepts before you even know which two or three deserve serious investment. So we built a different way into the process. It starts with a pilot study, a properly run implicit test with real humans. From that, we build a BRAIN Model of your category using Deeplight, our behavioural research and insight platform.

Once the BRAIN Model exists, our neural network platform, Amethyst AI, can be put to work. Amethyst becomes a synthetic respondent for your brand. Not a replacement for humans, but a trained, category-specific model that can screen creative before it ever reaches a human sample. 

Think of it as a filter. For example, you have ten concepts to start with. You want to know which three are worth testing properly. Run them through Amethyst first. It will tell you, based on everything it learned from your real human respondents, which ideas are likely to shift the right associations and which are unlikely to move the needle at all.

Then you take those shortlisted concepts back to humans for proper validation. The result is that you spend the human research budget where it actually counts, on the ideas most likely to work, rather than on eliminating the ones that were never going to. It does not replace the rigour of human evaluation. It just means you arrive at that evaluation with far fewer dead ends and a much clearer sense of where your strongest creative is.