Exploring communication
through AI
Alongside traditional methods, AI solutions are becoming increasingly established in the field of communication research. INNOFACT offers COM AI, an AI tool based on neuroscientific findings. It checks whether advertising materials are designed in the best possible way in terms of form and structure so that they are particularly attention-grabbing.
INNOFACT cooperates with Neurons, one of the world’s most renowned providers of AI solutions in the field of communication. The AI tool is based on eye-tracking and brain scan data from over 120,000 respondents over the last 20 years and has been scientifically validated through in-house research and independent studies.
Contact person for interested parties:
Hans Mumme
Client Director
Tel.: +49 211 – 86 20 29-292
Fax: +49 211 – 86 20 29-210
Contact person for interested parties:
Dr. Jens Wernecken
Client Director
Tel.: +49 211 – 86 20 29-293
Fax: +49 211 – 86 20 29-210
Indicators of perception and attention
COM AI focuses on the impact of advertising and measures various parameters: “Focus,” for example, indicates how effectively a brand, product, or element captures the viewer’s attention in visual content. “Cognitive Demand” measures the mental effort required to view the information. The value shows whether the asset simplifies understanding or whether there are levels of complexity.
The strength of the various parameters is also displayed in a heat map.
COM AI in use
COM AI is used in two areas:
- When COM AI is used as a module of COM-TEST, a holistic evaluation and analysis approach, it supplements the evaluation in terms of spontaneous interest and recall strength. COM AI also shows whether the core elements for brand building or conversion/CTA are clearly evident and sufficiently in focus, or whether there is a need for adjustment.
- With COM AI as a preliminary stage to a “real test,” various design alternatives can be formally tested. The same applies to post-testing and tracking in addition to advertising materials and campaigns. The module provides further insight into assertiveness, in addition to advertising awareness and recognition.
What COM AI delivers
- The AI software checks for formal ambiguities, inconsistencies, or weaknesses. It shows how advertisements, films, motifs for digital media, etc. can be designed to be as easily recognizable, quickly perceptible, and memorable as possible.
- COM AI uses its own indicators at the attention and perception level to measure accessibility for recipients based on formal aspects. The values indicate, among other things, how focused an advertising medium is, whether it is simple and clear in design – or rather complex and therefore less easy to grasp. Benchmarks are also provided.
- In addition, there is a “heat map” of the expected focus of attention or for visualization. It provides information about how clearly the elements of an asset are recognizable.