The Marketing & Communications team at Foresight Group recently conducted a strategic test with portfolio company Alison.ai, a leading creative intelligence platform, to explore how artificial intelligence can enhance marketing effectiveness and creative performance.

 

Alison.ai is part of Foresight Group’s broader effort to invest in category defining AI companies. We participated in the company’s $13 million seed round, alongside other notable investors. Foresight will be supporting Alison.ai as it scales its commercial presence and continues to win key enterprise customers across global markets. 

This initiative reflects our ongoing commitment to innovation and our belief that AI will play a pivotal role in shaping the future of marketing. By leveraging Alison.ai’s advanced capabilities, we were able to gain actionable insights into creative optimisation, competitor benchmarking, and campaign performance.

 

About Alison.ai

Alison.ai is a leading creative intelligence platform that empowers brands and agencies to optimise advertising outcomes. By providing predictive insights, performance scores, and competitor benchmarks, Alison helps marketing teams decode creative performance, accelerate ideation, and confidently launch high-impact campaigns. Trusted by major FMCG brands, Alison.ai is the strategic partner for data-driven creative.

Campaign Overview: Testing AI Across Divisional Strategies

As part of the test, Foresight ran an Account-Based Marketing (ABM) campaign across our three divisional strategies, aligned with our master brand campaign. The objectives were threefold:

1. To evaluate how AI could enhance creative development for future campaigns
2. To gain visibility into competitor creative strategies
3. To identify which creative elements most effectively engage our target audiences

Alison.ai’s platform provided a detailed analysis of creative performance, highlighting which formats, messages, and visual elements delivered the strongest results. The platform also offered insights into how our creative approach fared compared to our competitors, helping us identify areas for differentiation and improvement.

Alison.ai highlighted one creative which received the lowest amount of spend among the campaign creatives, and managed to produce an above average amount of clicks - which resulted with a 32% decrease in cost per click, compared to the campaign average - suggesting this creative was statistically engaging enough to produce more clicks on average. This insight inspired the team to break down the creative even further, and recognise the highly engaging creative elements which appear in hook scene, that impacted these results (e.g. high transition pacing, centred text location).

A Forward-Looking Approach to Marketing Innovation

This collaboration with Alison.ai exemplifies how we are leveraging our portfolio to explore emerging technologies that can drive marketing innovation. As artificial intelligence continues to evolve, we see significant potential for AI to support more agile, data-informed, and creative marketing practices.