AI Creative Insights by Decode

AI Creative Insights is a platform from Entropik — the team behind Decode — that tests creatives with Neuro AI to predict attention, emotion, and conversion impact before budget goes live. Users upload any ad, banner, OOH, or video creative, and the platform predicts how people will respond before media spend is committed. Its stated purpose is to predict creative winners before you spend, so that creative decisions are led by data instead of guesswork. The product sits alongside Entropik's other platform offerings — AI Moderator, Consumer Insights, and User Research — and is used on the web, with a sign-up entry point and a request-a-demo path for teams that want a walkthrough with the vendor. Decode frames the problem it addresses as a set of broken creative practices. Creative decisions, in the product's own comparison, are subjective and inconsistent; testing is slow and difficult to scale; media spend is inefficient because it is committed before anyone knows how a creative performs; insight depth is limited; and comparing creatives to one another is difficult. The product sets out a direct alternative for each of these: AI-led predictive creative evaluation instead of subjective judgement, instant AI-powered analysis at scale instead of slow and hard-to-scale testing, optimization of creatives before launch instead of inefficient media spend, creative performance scoring instead of limited insight depth, and benchmarking against category norms instead of difficult comparisons. The position the page takes is straightforward: creatives shouldn't be a gamble, and the data should lead. The first of the four key capabilities is Predictive Attention AI. It compares creatives and predicts attention, recall, and resonance before launch, letting teams test variations, forecast performance, and choose the version that drives maximum impact. The listed sub-capabilities are predicting performance, testing variants at scale, benchmarking against category, and getting second-by-second clarity. The value of this grouping is that instead of committing budget to a single creative and learning afterwards, a marketing team can evaluate several versions at once and see which one is expected to hold attention and land the message. This is the capability that most directly supports the promise of choosing the creative winner before spend begins. The second capability is Emotion Simulation, which is about understanding how people actually feel while watching a creative. It visualizes emotional highs and lows second by second and uncovers what triggers engagement or drop-offs. The sub-capabilities listed under it are measuring emotional response, tracking emotion flow, checking brand safety, and connecting emotion to intent. The usefulness here is diagnostic: a second-by-second emotion curve shows where attention and feeling rise, and equally where a viewer disengages, which is exactly the kind of moment-level feedback that is hard to obtain from traditional testing. Connecting emotion to intent extends that reading beyond how a creative feels into what it is likely to drive. The third capability is Visual Hierarchy Heatmaps. These show where people look first and what catches or loses attention, so layouts, storytelling, and branding can be optimized with evidence instead of assumptions. The page lists four things these heatmaps help with: seeing where people look, ensuring message visibility, removing distractions, and comparing layouts. For a creative or design team, this means the arrangement of a banner, a video frame, or an out-of-home layout can be judged on what is actually noticed rather than what was intended. If a brand mark or call to action is being overlooked, the heatmap surfaces that before the asset goes to media. The fourth capability is Prescriptive AI Suggestions. These are actionable recommendations that tell you exactly how to improve performance, including what to change, why it matters, and what impact it will drive. The supporting points are getting improvement recommendations, understanding why performance changes, prioritizing high-impact changes, and building clearer briefs. Rather than stopping at a score, the platform is described as closing the loop from diagnosis to action, and the brief-building point shows the output is intended to feed back into creative development, not just into a one-off decision. A distinct element of the platform is Synthetic Audience. Users can build reusable synthetic audiences, apply them across every AI Creative Insights evaluation, and compare predictions persona by persona before spending on media. The page shows an audience selector with example audiences such as Gen Z Shopper, Urban Professional, Family Buyer, and Value Buyer, together with a predicted score and sub-scores for Attention, Clarity, and CTA Focus. Fit is banded into Strong fit (75+), Moderate fit (55–74), and Weak fit (below 55). This makes it possible to see the same creative through different audience eyes and to identify which segments a creative fits before media is committed. Beyond the four headline capabilities, the page groups deeper creative intelligence into three areas. Attention Metrics track where users look first, how long they stay, and the journey their eyes follow, broken into first fixation (the exact element that grabs attention first), attention duration (how long users focus on key visual elements), and visual path and retention (the flow of eye movement and what holds attention longest). Engagement and Comprehension measures emotional impact, message clarity, and how well a creative drives brand recall and purchase intent, through emotion mapping, message clarity, and brand recall and purchase intent. Comparative Intelligence benchmarks performance against competitors, audiences, and past campaigns, through industry and competitor benchmarking, channel and demographic comparisons, and historical trends and performance insights. The workflow is described as running from upload to uplift in four steps: upload creative by dragging and dropping any format, AI analysis, optimize, and validate — with the stated aim of launching only high-performers. The intelligence behind every insight is attributed to a set of Entropik technologies named on the page: Facial Expression Analysis, Eye Gaze Tracking, and Voice Emotion Analysis. These are presented as Emotion, Behaviour, and Gen AI capabilities that let teams capture, interpret, and act on customer signals, and the platform is described as using facial coding and eye tracking to measure creative effectiveness, eliminating guesswork from every campaign. Reported outcomes on the page include 95% predictive attention accuracy, 32% testing cost reduction, 4X faster research timelines, and 40% CTR improvement. The platform says it is used by 150+ forward-thinking brands, and a set of testimonials speaks to different disciplines: a consultant citing versatile UI/UX analysis tools that help design teams make data-driven decisions more scientifically, a consumer science professional noting that facial coding uncovered emotional responses to packaging, a head of digital experience highlighting eye-tracking technology and AOI metrics, a brand manager who changed pack design based on platform recommendations, and a money-transfer and transactions experience head commenting on the support provided. Success stories referenced include a global fast-food brand that reduced media research timelines by 4X, a global beverage company using AI moderator-led qualitative research for RTD experience optimization, and a UK-based financial institution that optimized its digital onboarding experience using Decode by Entropik. Stated use cases include OOH Testing to maximize out-of-home advertising impact, Banner Testing to make every banner ad impossible to ignore, AI Creative Recommendations to let AI guide creative excellence, Creative Testing to transform creative development with AI-powered testing, and AD Testing to test ads before they go live. The page addresses research teams, marketing teams, product teams, and UX/design teams, and lists industries served as CPG, Technology & Software, Healthcare & Pharma, Financial Services, and Retail & E-Commerce. Teams can start through a sign-up link or request a demo with name, business email, contact number, and LinkedIn URL. In summary, AI Creative Insights by Decode turns creative evaluation into a predictive, evidence-led process: upload a creative, see predicted attention, emotion, and score by audience, understand what to change and why, and compare against category norms before media budget goes live.