UK-based Verve has launched a consultancy offer called Ignite AI, using artificial intelligence to uncover implicit emotions, patterns and ‘cultural codes’ at scale.
The technology gains the insights by taking unstructured information and content from any source such as social media, photos, reviews and campaign creatives, and scanning and summarizing the data, said the company in a statement.
In addition, human interpretation and evaluation has been built onto the machine learning to delivercommercial insights for brands.
Central to Ignite AI is Verve’s proprietary psychological framework; a set of universal human values that explain behaviour, needs and expectations for a deeper understanding of what brands or people stand for.
Ignite AI is the latest offering from the Ignite@VERVE team, which was introduced last year to blend traditional research with innovative methodologies and gain added insight into marketing strategy and innovation.
Verve currently has UK operations in Manchester, London and Brighton, and international offices in Romania, the US, Australia, South Africa and Canada.
Executive director and Ignite lead, Kelly McKnight, said, “2022 was an incredible first year for Ignite. We’re all buoyed by the positive response we’ve had from clients and proud of the work we’ve done. I’m excited to build on that success with the launch of Ignite AI – the frameworks we have built make Ignite AI a game changer. It’s another powerful addition to our toolkit, getting us beyond asking people questions, to land on truly holistic insights for our clients.”
