MarketCast Unveils AI-Human Hybrid Ad Testing as Realism Drives Consumer Engagement
MarketCast, the marketing research and intelligence company known for bridging data and storytelling, announced the launch of MarketCast Ad Effect Express, a new ad testing solution that integrates AI with human insights to better predict how TV, connected TV (CTV), and digital ads will perform across audience segments.
Ad Effect Express aims to overcome the shortcomings of traditional ad testing, which has typically been siloed between slow, costly survey-based methods or faster but overly generalized AI prediction models. This new hybrid approach uses fresh survey data to train MarketCast’s proprietary Audience AI, amplifying the reach of ad testing while preserving human nuance. The tool promises turnaround times of 24 to 48 hours.
“Many of today’s AI-powered ad testing solutions sacrifice quality for speed by cutting humans out of the process,” said John Batter, CEO of MarketCast. “At MarketCast, we believe AI should amplify the voice of consumers in advertising research, not replace them.”
In addition to faster insights, Ad Effect Express offers features like facial and eye tracking to measure second-by-second emotional response, along with open-ended feedback to reveal the why behind audience reactions.
Ben Carlson, executive vice president at MarketCast, said the commercial impact of authentic storytelling is tangible. “Work, family and caregiving are meaningful, universal themes that shape how people connect, consume and understand the world. That’s a powerful signal for studios and streamers looking to drive deeper engagement, grow audiences and build lasting cultural relevance.”
The alignment between what audiences want to see in entertainment and what they respond to in advertising signals a broader trend: realism is resonating. And with tools like Ad Effect Express, brands have new ways to ensure their advertising reflects that reality in both tone and targeting.
For communicators, the message is clear. Tools that combine scale with emotional intelligence will shape the next generation of campaign strategy — particularly in a cultural climate where authenticity and relevance matter more than ever.
