Meo tested the same advertising campaign twice, using the same stimuli and the same evaluation metrics. The goal was to compare the results obtained with different types of participants in the study.
In a first test, the campaign was evaluated by 1,200 real consumers, real people who are genuinely interested in the brand's products or services. In the second test, the participants were 1,200 cognitive replicas, meaning artificial representations created to simulate consumer behavior.
The results revealed significant differences between the two approaches, suggesting that cognitive replicas are unable to faithfully replicate the reactions of real consumers to advertising campaigns.
The experience demonstrates the challenges of replacing tests with real audiences by alternatives based on artificial intelligence in the development of marketing campaigns.
