London, UK – Dragonfly AI has launched two new creative effectiveness metrics, Emotion and Memory, expanding its patented AI platform beyond Attention measurement to give brands a more complete understanding of what drives performance.
Each metric represents a distinct new capability. Together with Dragonfly AI’s existing Attention metric, they form a three-part framework designed to help brands improve response rates by up to 30%.
The new Emotion and Memory metrics are built on universal creative characteristics, features of visuals and language that shape how people automatically notice, emotionally respond, and retain information.
Dragonfly AI goes beyond surveys and behavioral proxies by modelling the characteristics that influence human response before conscious thought or bias comes into play. This helps brands predict real world creative performance, optimize at scale, and improve effectiveness across portfolios before applying audience specific testing to capture additional incremental value.
Dragonfly AI’s Attention metric has long provided a vital measure of whether creative will break through. The launch of Emotion and Memory adds two further dimensions, giving brands a complete framework to understand how assets capture attention, generate emotional response, and remain memorable over time.
Emotion measures the immediate response creative assets generate, shaping how messages and brands are evaluated, while Memory measures whether those experiences are retained, and whether creative can influence future behavior.
Independently, each metric offers brands a distinct lens on creative quality. Combined with Attention, they provide a fuller picture of how advertising drives both short-term performance and long-term brand growth.
Early adopters are already seeing results. Dragonfly AI’s metrics achieve over 80% accuracy and are validated against real world outcomes. Creative assets that score highly across Attention, Emotion, and Memory deliver up to 30% higher click-through rates.
James Harvey, chief product and technology officer at Dragonfly AI, said: “Traditional research has always faced limitations, including slow cycles, high costs, and the reality that only large budget campaigns could justify being tested.
“Dragonfly AI’s vision and language models detect the creative characteristics that drive shared human responses across Attention, Emotion, and Memory. This gives brands a faster way to test and optimize creative at scale, enabling marketers to make rapid, confident decisions that compound performance across their entire portfolio.”
The launch follows a period of strong growth for Dragonfly AI. Last month, the company announced a £5m investment round led by 24Haymarket, alongside strategic backing from Guinness Ventures and Foresight, to support global expansion and continued product innovation. The company also announced a partnership with CreativeX, embedding its creative effectiveness intelligence directly into workflows used by global brands.
