Creativity at the speed of consumers: AI Concept Creation Agents now in beta!

Let’s face it: product innovation can feel like an uphill battle. 

With market dynamics shifting at breakneck speed, marketing and insights teams are left racing against the clock to deliver fresh, compelling product concepts that resonate with consumers. Add in the fact that traditional ideation processes can be slow and resource-intensive, it’s never been more difficult for brands to keep pace. 

That’s why we’re excited to introduce our latest solution designed to supercharge the innovation process — AI Concept Creation Agents. 

Part of our comprehensive Innovation System, these AI-powered tools help marketing and insights teams generate and refine product and service concepts with unprecedented speed and precision.

AI Concept Creation Agents utilize cutting-edge large language models (LLMs) to help brands quickly create, iterate, and optimize product ideas based on real consumer data and brand-specific insights. Through expert-led workshops, our AI-driven agents reduce the ideation and concept development timeline from weeks or months to mere hours, enabling brands to stay competitive in today’s evolving landscape. This hands-on approach empowers teams to deliver unique, data-backed ideas that resonate with consumers.

What makes Zappi’s solution different?

1. Unique Data Inputs: The agents tap into Zappi’s proprietary data layer, combining it with client-specific information to generate more tailored and relevant concepts than could be achieved by non-specific AI models. This ensures the outputs are highly aligned with each brand's unique market context.

2. Human-AI Collaboration: The AI agents are accessed through our professional service, AI Concept Labs. Our expert-led process allows for seamless collaboration between AI agents and brand teams, as well as between multiple agents to produce a more robust outcome. Through iterative refinement, AI-generated concepts are honed to be both unique and consumer-focused, maximizing their potential for market success.

Don't take our word for it. Deirdre van Zyl, Head of Innovation Planning, Africa, for Diageo says "It is the best AI offering I have seen on the market, and I am really excited about the potential it unlocks."

How to Access the Agents? AI Concept Labs Deliver Real-Time Results

The AI agents are accessed through hands-on workshops facilitated by Zappi’s Customer Expertise team, called AI Concept Labs. Over the course of two days, brands work closely with Zappi and the AI agents to generate, refine, and finalize market-ready concepts, tailored to their specific goals and needs – and created with the consumer at the heart of innovation.

• Day 1 (4-6 hours): Watch as AI generates fresh concepts tailored to your brand’s needs.

• Day 2 (4-6 hours): Collaborate with our team to refine and finalize concepts, preparing them for market testing

At the end of the workshop, businesses receive a set of AI-generated concepts, alongside a Workshop Summary Document outlining next steps and testing recommendations.

In a crowded market of AI tools, Zappi stands out through its ability to integrate LLMs with brand-specific data and a hands-on collaborative approach. Our agents provide more robust and creative outputs by facilitating engagements between multiple information sources, leveraging Zappi’s deep consumer data to generate insights that are category-relevant and market-ready.

Together, our AI-powered tools form a cohesive ecosystem that accelerates every phase of the innovation lifecycle. Here’s how they work in tandem:

• Concept Creation: AI Concept Creation Agents enable brands to rapidly generate and refine product ideas, helping insights teams produce unique, consumer-backed concepts in a matter of hours.

• Testing & Optimization: AI Concept Optimizer automates revisions to ensure concepts are continually optimized based on real-time consumer feedback, shortening the time to market.

• Reporting & Insights: AI Quick Reports deliver rapid, comprehensive analysis and reporting, giving insights teams the ability to provide actionable feedback in real time.

We take immense pride in creating tailored solutions that fit our customers' needs. Jacci Weber, Team Lead of Pet Parent Insights at Mars, says: "The AI solutions I've seen coming up from Zappi are immediately relevant to my business. We're writing concepts and claims the whole day, Zappi is helping with that immediately. Compared to some of the other vendors out there, Zappi has a deep understanding of what it feels like to be a client-side researcher and what needs to get done on a frequent basis."

By integrating these tools, Zappi’s Innovation System provides a seamless, agile approach to innovation—helping insights teams stay ahead of the curve. It’s what we’re calling “customer in-the-loop innovation.”

For insights leadership, the introduction of these tools is an opportunity to shift the role of their teams from reactive to proactive. No longer stuck in manual processes, insights teams can now lead innovation efforts with speed and strategic input.

1. Accelerate Time-to-Market: With faster concept creation, testing, and reporting, insights teams can dramatically shorten innovation cycles, helping businesses bring products to market more quickly.

2. Scale Strategic Insights: By automating manual tasks, teams can spend more time on strategic, high-value work, delivering insights that are aligned with long-term business goals.

3. Improve Collaboration Across Functions: The integration of AI-driven insights makes it easier for teams across marketing, product development, and strategy to work together, ensuring that consumer insights fuel decisions at every stage.

Hear from Our Early Adopters 

Zappi’s AI-powered Innovation System is built to meet the modern demands of insights teams and their leaders. By harnessing the power of AI Concept Creation Agents, AI Quick Reports, and AI Concept Optimizer, teams are no longer bound by slow, resource-heavy processes. Instead, they can move quickly, iterate seamlessly, and deliver high-impact, data-driven insights that shape the future of their brands.

In an increasingly competitive landscape, the ability to innovate faster—and smarter—has never been more critical. With Zappi’s AI-powered tools, insights teams are empowered to lead with confidence, ensuring that the products they bring to market resonate with consumers and drive long-term success.