The platform, called Innovation System, aims to help brands to accelerate innovation cycles, reduce time to market and gain a predictive view of in-market performance.

Features of the new platform include specialised AI agents that combine a brand’s connected data asset with LLMs to create new ideas, with the agents using consumer feedback from past innovation testing.

Testing tools Screen It, Optimize It, and Activate It will allow brands to test concepts at any stage of maturity, while AI Quick Reports will help analyse the results of concept tests and combine qualitative and quantitative data into insights.

Zappi’s platform also stores and uses past research, with each project contributing to a centralised data asset of historical insights, which can then be combined with real-time consumer feedback to inform brand strategies.

Steve Phillips, founder and chief innovation officer at Zappi, said: “By leveraging AI throughout the entire product-development journey, we’re making it easy for insights teams to bring the consumer’s voice into every strategic decision.

“By building a centralised, democratised and connected data asset, brands can consistently stay connected with consumers and drive faster, more consumer-centric innovation.”