Picsart Partners with Zappi to Unveil Vera
The collaboration introduces Vera, a specialised AI agent now available in the Picsart Agent Marketplace, designed to ground creative decisions in real-world evidence.
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Picsart, the AI media production and distribution platform, has announced a strategic partnership with Zappi, the connected insights platform used by many consumer brands, including McDonald’s, PepsiCo and Vodafone.
The collaboration introduces Vera, a specialised AI agent now available in the Picsart Agent Marketplace, designed to ground creative decisions in real-world evidence.
Vera solves the “creation-to-decision” bottleneck by allowing creators to test videos and concepts before putting media spend behind them.
Unlike general AI models that learn from the open internet, Vera draws on Zappi’s proprietary consumer insights and predictive technology trained to anticipate consumer response to advertising. Validated against hundreds of digital ads evaluated by real consumers, Zappi’s model correctly identified stronger creative across key metrics 86-93% of the time.
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When Picsart creators select Vera from the Agent Marketplace, it will deliver two core capabilities: audience insights, surfacing preferences and behaviours to inform creative strategy, and creative validation, scoring ad content before it goes live to identify what resonates and what needs improvement.
Working through the Agent Marketplace, these autonomous agents coordinate seamlessly; video-focused agents can immediately interpret Vera’s insights from Zappi to generate optimised creative versions in real time.
Mikayel Vardanyan, Co-Founder and COO of Picsart, said: “We’re building Picsart to become the world’s largest AI-powered media production and distribution platform, connecting every stage of the media lifecycle.”
“With Zappi integrated into our agent platform, brands can not only create content with AI, but validate how it will resonate with consumers before distributing it at scale. It’s an important step toward a future where creation, consumer intelligence, optimisation, and distribution all happen within one connected ecosystem.”
While AI has accelerated content creation, it has shifted the primary challenge to decision-making, knowing which creative will actually perform. Vera brings Zappi’s proprietary consumer insights directly into the creative workflow, giving creators access to consumer evidence that informs, validates and optimises creative without adding separate research steps.
Vera grounds its recommendations in evidence from real consumer research rather than relying on theoretical consensus.
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Steve Phillips, Founder & Chief Innovation Officer, Zappi, said: “AI has transformed how quickly marketers can create, but speed alone doesn’t tell you whether an idea will connect with people. The opportunity now is to bring consumer understanding directly into the creation workflow — so insight can inform the idea, help teams improve it and give them greater confidence before it goes live.”
“When you combine the creative power of AI with evidence from real consumers, insight stops being a separate step and becomes part of how the work gets made.”
Zappi combines millions of consumer data points gathered through years of testing ads with proven methodologies for understanding what captures attention, creates emotional connection, builds brands and drives action.
Picsart’s Creative AI Agent Marketplace is an evolving ecosystem where creators can browse, hire, and manage both Picsart-built and third-party agents to scale creative teams on demand. By integrating directly into Picsart’s editor and brand assets, these agents allow teams to streamline workflows and scale output.
