December 19, 2025
In today’s crowded digital ecosystem, attention is the most valuable currency. Consumers encounter countless messages every day, yet only a fraction truly capture focus, drive engagement, and leave a lasting impression. For marketers, the challenge remains: how do we know whether our creative will perform before it goes live?
At Teads, we believe the answer lies in blending creative, data, and AI. That belief led to the creation of Predictive AI — an industry-first solution that helps brands understand and optimise the impact of their creative assets in advance. It empowers advertisers to apply actionable recommendations directly into optimised creatives activated within Teads’ advertising channels.
A New Era of Creative Intelligence
Traditional measurement has been reactive, relying on post-campaign results to determine whether creative worked. Predictive AI transforms this approach by bringing foresight into the creative process through pre-testing that feeds into Teads Studio’s optimisation workflows.
Built on extensive eye-tracking and neuroscience (EEG) data, Predictive AI forecasts audience response across five critical dimensions:
- Focus – Does the creative immediately capture attention?
- Cognitive Demand – Is the message clear and easy to process?
- Engagement – Does it emotionally resonate?
- Memory – Will it be recalled after exposure?
- Impact – Will it drive brand lift and business outcomes?
The output includes a single, intuitive Impact Score, supported by detailed analysis across the other four metrics. Paired with Teads Studio best-practice guidance, marketers gain a roadmap for smarter, more effective storytelling.
From Instinct to Evidence
Creative effectiveness has too often depended on instinct or post-campaign insights. Predictive AI provides clarity before spend is committed, allowing advertisers to refine messaging, design, and narrative choices that elevate performance. By removing uncertainty, brands can confidently pursue bolder, more innovative creative ideas validated by science rather than guesswork.
Built for Every Stage of Production
Predictive AI is available through tiered services designed to support different stages of creative development. Whether teams need quick directional feedback or a full creative analysis complete with heat maps and optimisation recommendations, Teads provides accessible insights from early concepting to final asset refinement before activation across Teads channels.
Leading with Responsibility and Foresight
As marketers demand more accountability from their investments, the industry must shift from measuring impact after campaigns run to shaping it proactively. Predictive AI is not just a tool — it represents a fundamental mindset shift: from reactive to proactive, from assumption to evidence, and from chasing attention to deliberately creating it.
At Teads, our mission is to build better advertising for people, brands, and publishers. Predictive AI marks a significant step toward a future where creativity is both inspired and informed, and where impact is engineered rather than hoped for.
“We’re being challenged to show clients how new technologies can complement the great work we’ve delivered across the region for over a decade. Predictive AI perfectly embodies our ‘Human-driven, powered by AI’ philosophy — showing how we continue bringing meaningful innovation to the market.”
— Sam Pattison, Managing Director, APAC, Teads
“The Predictive AI model has enabled our Studio team to deliver even greater strategic value for clients across APAC. By enhancing creative asset evaluation and generating actionable insights, we’re fusing science with creativity for stronger optimisation and outcomes.”
— Abi Rhodes, VP, Teads Studio APAC
