Human Swarms accurately predict which Super Bowl Ads would resonate

Unanimous A.I. amplifies the Intelligence of Regular Consumers on Super Bowl Sunday

With yesterday’s victory over the Falcons, Tom Brady has played in 7 Super Bowls, won 5, and been named the game’s MVP 4 times. In other words, he’s almost as consistently excellent on Super Bowl Sunday as Northwestern’s Kellogg School of Management. Since 2005, Kellogg has been ranking Super Bowl ads according to its rigorous and highly-regarded ADPLAN methodology. But this year, you didn’t have to wait until Monday morning to find out which ad would be Kellogg’s highest rated, because humans swarms predicted it last week.

Researchers at Unanimous A.I. tested whether Kellogg’s ADPLAN methodology, which relies on expert marketing assessments from its prestigious graduate school, could be replicated by a human swarm of regular consumers gathered from across the internet. By connecting participants into a real-time swarm intelligence, Unanimous enables the participants to converge on optimal solutions that maximize their collective confidence.  In this way, researchers tasked this untrained group to assess each ad on the six criteria that comprise ADPLAN, Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. Here, the swarm ranks the Mr. Clean “Cleaner of Your Dreams” ad on its ability to capture Attention.

As you can see, the swarm awarded Mr. Clean ad the full five stars on this criteria. But, the Swarm took its conviction about this particular ad a few steps further. As we wrote last week, the Mr. Clean ad was one of two finalists (along with the Skittles’ “Romance” ad) for the swarm’s highest rated ad, “…but, while you’ll have to wait until next week to see how the swarm’s rankings compare to Kellogg’s, we’re already prepared to declare a winner.”

So, the amateurs, working together as a Swarm A.I. have spoken, and Mr. Clean clearly produced this year’s best ad. What would the experts have to say? According to Kellogg, the highest rated ad was…Mr. Clean. As Kellogg notes, “Mr. Clean scored big in strategic rankings with its “Cleaner of Your Dreams” ad…. Other brands that earned top marks include Bai, Febreze and Skittles.” And the other marketing experts agree. Business Insider writes, “it may not have been emotionally-charged and it might not have made a political statement, but Mr Clean’s Super Bowl ad will probably go down as the most memorable of this year’s game.” Here again are the full rankings produced by the swarm last week. As you can see, the swarm ranked Mr. Clean the highest, but also identified Bai and Febreze as worthy contenders.

In other words, a group of regular viewers were able to produce the exact same result as highly trained experts, suggesting that Swarm Intelligence ( the way groups of animals amplify their intelligence in order to make crucial and difficult decisions together ) is just as effective for market research as its been proven for sports gambling. ( For example, just this week, Swarm A.I. went 9-1 Against the Spread in the NFL playoffs, and predicted the exact final score of the Super Bowl at Patriots 34, Falcons 28. ) That means that that swarming can not only help regular people produce the same results as experts, it can offer insights more quickly than a focus group, and more accurately than a poll.

If you’d like to learn more about how you can apply the power of Swarm Insight to help your business make better, smarter decisions, please visit us here: Swarm Insight — Deep Insights from Real Consumers, Optimized by A.I.