Zappi, a leader in AI-powered consumer insights, has announced the launch of its new AI Concept Creation Agents, designed to reinvent how brands develop products and campaigns in today’s competitive market landscape.
These intelligent agents leverage advanced generative AI to rapidly develop product and marketing concepts rooted in consumer demand signals. By analyzing large-scale behavioral and attitudinal data, the agents create ideas that reflect real-time trends and audience preferences, dramatically accelerating early-stage innovation.
“Three-quarters of consumer product executives are increasing their investment in AI, but most are still struggling to make it meaningful,” said Steve Phillips, Founder and Chief Innovation Officer at Zappi. “AI is only as powerful as the context and training it’s given—and in most organizations, that’s what’s missing. To win with consumers, brands need more than generic outputs. They need AI that understands their category, their audience, and their strategy. That’s why we built Concept Creation Agents: to give teams a repeatable, scalable way to turn early ideas into high-quality product concepts—powered by the right data and guided by human creativity.”
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The new agents integrate with Zappi’s existing platform, enabling companies to test and iterate concepts quickly, all while grounding development in actionable insights. The goal is to minimize waste and maximize the relevance of new ideas—whether for consumer-packaged goods, retail, or emerging verticals.
The launch represents a broader movement in the industry toward data-driven creativity, where AI enhances—not replaces—human decision-making. By pairing machine-generated concepts with real-time consumer feedback, Zappi aims to empower product teams to innovate with greater speed and precision.
This latest addition to Zappi’s suite of tools comes as brands increasingly seek scalable solutions to keep pace with shifting consumer behaviors and tighter go-to-market timelines.
