Copilot for Predictive Creative Insights

Copilot can now analyse and interpret Predictive Creative Insights, which means researchers, marketers, and designers can explore creative performance through natural conversation instead of manually digging through dashboards, heatmaps, or AOI analysis to find the same information. Questions about attention, focus, clarity, and overall creative performance can now be asked directly, and Copilot can summarise how a creative performed, explain the key metrics behind that performance, and point out where attention was highest or lowest across the creative.

Multiple creatives can also be compared directly through this same conversational interface, with Copilot able to identify strengths and weaknesses across each one and suggest specific ways to improve a creative's effectiveness. Comparing creatives side-by-side this way makes it easier to see the differences between them and get a sense of which one is more likely to perform better in market. Since interpreting heatmaps, attention scores, and predictive metrics has traditionally required a fair amount of manual analysis, bringing all of this into Copilot lets teams reach these same conclusions through a simple conversation instead.