ZAPPI INTRODUCES AI CONCEPT CREATION AGENTS TO REIMAGINE CONSUMER PRODUCT DEVELOPMENT

New AI solution transforms early ideas into consumer-ready product concepts in minutes–powered by proprietary data and generative AI

Zappi, the leading consumer insights platform, announced that its AI Concept Creation Agents are now live for all customers. The self-service interface is designed to help brands reimagine consumer product development through an agentic AI ecosystem. The interface combines historic concept testing data through Zappi with customer-specific inputs—such as brand guidelines, audience insights, and category insights—to generate structured, data-informed product concepts.

Developed in partnership with leading consumer brands including Mars and Diageo, the solution enables marketing and insights teams to transform early ideas into validated product concepts in minutes—streamlining a process that typically takes weeks or months. Built to scale and grounded in real-world innovation workflows, AI Concept Creation Agents help teams deliver breakthrough ideas more efficiently.

“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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AI Concept Creation Agents provide a secure environment where teams can develop ideas confidently, knowing their data stays private and is never used to train external AI models. Each agent is modeled after a key function on a typical product development team. The process is overseen by a Facilitator Agent, which serves as a project manager, coordinating the entire workflow and escalating questions to users as needed.

Meet the agents:

• Customer Data Agent surfaces key themes, performance drivers, and target audience insights from past concept testing data to guide new ideas.
• Best Practice Agent identifies general best practices with regard to formatting and presenting concepts.
• Creative Agent takes all of the provided context and comes up with the actual concept.
• Respondent Agent simulates early consumer response based on defined audience profiles.
• Visual Design Agent takes the concept description and generates an image description to pass on to the appropriate image model to generate.
• Duplication Agent checks whether the concept already exists in the market by scanning publicly available data sources.

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AI Concept Creation Agents are available through Zappi’s platform under a flexible subscription model with three tiers, based on the number of agents, data volume, and training requirements. Brands can also configure up to 10 custom AI agents tailored to specific business needs, including brand, category, compliance, audience, and feasibility agents.

For brands looking for a more hands-on experience, Zappi also offers access to the AI Concept Lab—a guided environment where teams can experiment with agent-generated ideas and validate them through testing with Zappi experts.

Every new concept created and tested feeds into the brand’s proprietary dataset—enhancing future outputs and helping continuously improve innovation processes over time.