The tool, called ConceptEvaluateAI, allows businesses to screen new product and service concepts using a dataset comprising 40,000 real innovation tests and six million consumer product evaluations.

ConceptEvaluateAI is available on Kantar Marketplace and will also provide insights into initial concept performance before moving to in-depth testing.

Jenny Matsui, director in Kantar’s global innovation product team, said: “Meaningfully different innovation is core to every company’s long-term success and innovators are under increasing pressure to deliver new products and services that resonate with consumers.

“By accelerating the initial phase of the innovation process, we can provide robust early evidence that a concept has the potential for in-market success.”

Ashok Kalidas, Kantar’s chief AI scientist, added: “Not all AI tools are created equal. The combination of superior training data, a powerful model architecture and rigorous quantitative and qualitative validation of the AI model gives us confidence that we will add enormous value to clients seeking to innovate for growth.

“ConceptEvaluate AI gives brands the creative license to translate winning ideas into fully formed concepts, knowing there’s meaningful evidence to understand what will work best.”