Teads has introduced a new artificial intelligence solution called Predictive AI, a tool designed to help marketers understand the likely performance of their digital creative assets long before campaigns reach the public. The company is positioning the technology as a response to a growing challenge in the advertising landscape, where brands struggle to determine which creative concepts will not only capture attention but also spark engagement and support business outcomes in a crowded digital space. By shifting this analysis to the planning stage, Teads hopes to give advertisers greater clarity and confidence before committing their budgets.
The technology is built on a model backed by eye tracking research and neuroscience, supported by data from EEG studies that map how audiences instinctively respond to visual content. Predictive AI evaluates creative assets across five key areas that shape advertising effectiveness, including attention focus, cognitive demand, emotional engagement, memory retention, and broader brand impact. These findings are then condensed into a single Impact Score that provides an at a glance measure of predicted performance, with more granular insights available for teams looking to refine specific elements of their messaging or design.
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Integrated directly into Teads Studio, the platform offers brands a streamlined way to review creative assets and make adjustments using AI driven recommendations. Instead of waiting until after a campaign concludes to learn what worked, the tool enables advertisers to test early concepts, refine late stage production assets, and review detailed visual heat maps that illustrate how audiences may react. The company has made the system available through a range of tiered services so that advertisers with different needs and resources can access the level of evaluation that suits their workflow.
Sam Pattison, Managing Director for APAC at Teads, said the launch reflects the company’s ongoing commitment to balancing technology with human creativity. “We’re being challenged to show clients how new technologies can complement the great work we’ve been delivering across the region for over a decade. One of the core values driving the new Teads business is being ‘Human-driven, powered by AI.’ This product perfectly embodies that philosophy – it reflects how we’re evolving as a company and continuously bringing meaningful innovation to the market.”
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Teads believes the system represents a significant shift away from intuition based decision making, which has historically informed many creative choices. Early evaluation powered by Predictive AI allows brands to reshape their storytelling, adjust design choices, and fine tune messaging with empirical evidence. Abi Rhodes, VP of Teads Studio APAC, said the tool has already strengthened internal capabilities. “The Predictive AI model has empowered our Studio team to deliver even greater strategic value to clients across APAC. By enhancing creative asset evaluation and generating actionable insights, we’re able to fuse science with creativity – enabling robust analysis, smarter optimisation, and ultimately, stronger outcomes for our clients.”
As advertisers place greater importance on measurable and accountable performance, this move toward predictive analytics is expected to influence how brands build campaigns from the earliest stages. According to Teads, the adoption of such models reflects a broader industry transition toward combining data led foresight with creative development to ensure digital advertising assets stand out in an increasingly competitive environment.
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