Synthetic Audience Results in AI Creative Insights

When a synthetic audience is applied to a creative, the results are produced for each persona in that audience rather than for a general viewer. This article explains what appears on the results page and how to read it.

AUDIENCE SUMMARY

The Audience Summary sits at the top of the results and gives the overview across every persona evaluated.

Personas Evaluated is how many personas the creative was assessed against. Every persona in every audience you selected at upload is evaluated, so selecting three audiences with two, two and three personas returns seven. To exclude a persona from evaluations, retire it in Settings so it is no longer used. See Setting up a synthetic audience.

• Average Persona Fit is the average fit across all personas evaluated.
• Highest Alignment names the persona the creative aligns with most strongly, with its score.
• Lowest Alignment names the persona it aligns with least, with its score. This is usually the more useful of the two, because it tells you which part of your audience the creative is not reaching.

Below these is an AI-generated summary of how the creative performs across the audience, covering what is working, what is not, and which types of shopper it falls short with.

VIEWING PERSONA AND CHOOSE PERSONA

Viewing Persona lists the audiences applied to the creative. Select one to work within it.

Choose Persona then selects a single persona inside that audience. Everything below these two selectors is specific to the persona you have chosen.

SCORES PER PERSONA

The Decode Score, Focus, Clarity, Attention, Engagement and Dominant Emotion are all recalculated for the selected persona. The same creative can score 76 for one persona and 71 for another, because each persona weighs the creative differently based on how it was defined.

The Benchmark Scores do not change between personas. They are the category average for that type of creative, so they stay fixed while the persona scores move against them.

For what each score measures, see AI Creative Insights results.

PERSONA FIT

Persona Fit indicates how well your creative aligns with the preferences and predicted behaviour of the selected persona. Higher scores suggest stronger resonance and a greater likelihood of capturing that audience's attention and engagement.

The score carries a match label, such as Moderate match, giving you a plain reading of the number.

Read Persona Fit alongside the Decode Score. A creative can score well overall and still return a moderate fit for the persona you are targeting, which tells you the creative works in general but not for the people you are buying against.

HEATMAP AND FOGMAP PER PERSONA

The heatmap and fogmap are also generated per persona. The same creative produces different attention patterns for different personas, since what draws a deal-seeking shopper is not what draws a brand-conscious one.

Switch persona and compare the maps to see where the difference sits. See Heatmap interpretation and Fogmap interpretation.

Areas of interest are the exception. AOI regions and their values stay the same across personas.

PERSONA INSIGHTS

The Persona Insights panel explains the scores for the selected persona in plain language, in two parts.

Observed behaviour lists what the persona is predicted to respond to in the creative. A tick marks something working for them. A cross marks something working against them.

Recommendations lists numbered changes that would improve the creative for that persona specifically.

Because these are written per persona, the same creative produces different recommendations for different people. A recommendation to add a discount percentage may appear for a deal-seeking shopper and not for a brand-conscious one, which tells you what to change if that persona is the priority.

PERSONAS TAB

The Personas tab in the right panel shows the audience as a whole rather than one persona at a time.

Audience Distribution

A pie chart splitting the predicted emotional response to the creative across the audience, into Positive, Neutral and Negative.

Persona Metrics Comparison

A table with a row per persona and four metrics per row, so you can see how the creative performs across the audience at a glance.

• Intent: predicted likelihood that the viewer will be motivated to take the desired action after seeing the creative.
• Attention: predicted level of visual attention the creative attracts from the viewer.
• Trust: predicted level of trust or credibility the creative establishes with the viewer.
• Recall: predicted likelihood that the viewer will remember the creative or its key message after exposure.

Read down each column rather than across each row. A metric that is low for every persona points to the creative. A metric that is low for one persona and high for the rest points to a mismatch between the creative and that group.