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May, 2024

Forethought unveils BrandComms.AI to improve creative effectiveness

Forethought, a marketing advisory, strategy and analytics company, has launched BrandComms.AI, a Gen AI platform aimed at revolutionising the development of effective creative by using Forethought’s marketing science methodologies.

The new platform has been trained on over 30 years of exclusive category insights. BrandComms.AI models are then customised for each client. All creative generated by BrandComms.AI is pre-tested to ensure it activates the drivers of consumer purchase behaviour.

The platform is enabled by Forethought’s patented marketing science methodologies, including the group’s Prophecy Thoughts & Feelings, which identifies the rational and emotional levers that will drive market share for a brand, and the Communications Triple Play, an actionable strategic blueprint that uses these insights to determine what matters most for a brand to drive business outcomes and provide a distinctive position in the market.

“This is not just another marketing tool; BrandComms.AI is the pinnacle of Forethought’s 30 years of marketing expertise. It is a game-changing leap in marketing effectiveness for advertisers, and it’s not speculative: it’s here, and its operational right now.” said Founder and Executive Chairman, Forethought, Ken Roberts.

“Our clients – and all brand owners – are in constant pursuit of faster, smarter, science-based solutions to marketing briefs without the wasted ad spend. While other businesses may promise AI-driven products that can deliver on the ‘faster’ aspect, we’re confident BrandComms.AI is the only product in market that can actually improve efficacy for marketing communication while also delivering on speed.”

Roberts said all creative generated by BrandComms.AI is pre-tested, ensuring brands and their agencies can be confident they’re backing creative proven to activate the drivers of consumer purchase behaviour.

“It’s robust, it’s tested and – critically – it’s safe, with measures taken to ensure client IP and data are locked down tight. We’re delighted by the response BrandComms.AI is already receiving from the clients and partners we’ve tested it with, and we can’t wait to see what comes from their briefs,” he said.

“Insights go in, effective creative comes out. It’s that simple,” added Daniel Lord, Partner and Head of Product, Forethought.

“What’s not so simple is what underpins the whole operation. Forethought’s patented methodologies provide the hierarchy of what is driving consumer choice across categories by understanding consumers’ emotional and rational decision-making. That’s how BrandComms.AI produces more effective creative that drives market share.”

The development of BrandComms.AI started in July 2023, led by Forethought’s Head of Digital and Communications, Isobell Roberts; Forethought Senior Data Scientist and Developer, Jaimee Lincoln; and Lord.

Over its 30-year history, Forethought has been supported award-winning projects across more than 30 countries in over 15 languages.