Observed Signal · Dec 5, 2025 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
DAIVID and CreativeX Launch Datalink to Unify Creative Data
DAIVID announced a partnership with CreativeX to launch Datalink, a new data backbone designed to unify creative data across multiple sources. Datalink aims to connect disparate creative signals into a single dashboard, enabling brands to layer and activate insights within their existing media and production workflows. Early integrated partners include Kantar Link AI, Adverteyes, Dragonfly.AI, and Amplified, with Boots and Barilla named as early adopters. The initiative positions DAIVID to augment creative measurement—covering attention, emotion, brand recall, and related signals—by integrating with CreativeX’s system of control for creative, content, and media. Quotes from Barilla’s Mariama Kamanda and leaders from DAIVID and CreativeX emphasize the goal of streamlined workflows and richer measurement for faster, data-driven creative optimization.
Launch of a unified creative data backbone with multiple partners; potential to impact how creative data is measured and activated in marketing workflows.
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Key Takeaways & Evidence Grounding
- DAIVID and CreativeX announced the launch of Datalink, a data backbone for connected creative data.
- Datalink unifies multiple sources of creative intelligence into a single dashboard for marketing workflows.
- Early partners include Kantar Link AI, Adverteyes, Dragonfly.AI, and Amplified.
- Boots and Barilla are cited as early adopters of Datalink.
- Statements from DAIVID and CreativeX executives describe Datalink as enabling clearer, faster creative decisioning.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DAIVID Launches Creative Audit to Analyze Thousands of Ads
DAIVID, an intelligence engine for creative and media, has launched Creative Audit, a new solution that analyzes up to 5,000 creative assets at once to connect creative performance with business outcomes. The AI-powered tool assesses attention, emotion, brand recall, consideration, and purchase intent, then correlates these signals with media performance, social engagement, brand lift, and sales data. The findings are compiled into a data-led creative playbook, helping brands understand which creative elements drive stronger results and why. The solution is delivered in days and can integrate with existing workflows via API and MCP. In an analysis of over 3,500 creative assets for Boots, DAIVID found a 0.89 correlation between its signals and campaign outcomes. The launch targets advertisers seeking scalable creative intelligence to optimize media spend and creative strategy.
DAIVID Joins CIMM’s Inaugural Startup Programme
DAIVID, an AI-powered creative measurement company, was selected as an inaugural member of the Coalition for Innovative Media Measurement (CIMM) 2026 Startup Programme after review by CIMM’s executive team and Steering Committee. The programme is intended to support early-stage companies building measurement, currency development and data-collaboration solutions for the media and advertising ecosystem. Other selected companies for the 2026 cohort are Aqxle, BranchLab, Simantea, Vuer and Wantent. DAIVID’s platform analyses video and image creative using human-trained AI to predict creative attention, 39 emotions and likely impacts on brand metrics. Members of the programme receive complimentary access to CIMM programmes, meetings, research and networking, plus exposure to potential customers and partners among CIMM’s established membership.
Kantar Study: Marketers Invest in AI, Consumers Skeptical
A new Kantar study, 'Media Reactions 2026', reveals a significant gap between marketer investment in AI and consumer trust. While 75% of marketers plan to increase ad spending on AI assistants in 2027, only 23% of consumers trust product recommendations from AI. Additionally, 62% of marketers expect generative AI to play a central role in brand recommendations, yet only 32% of consumers use AI assistants to research brands and products. The study also highlights growing uncertainty among marketers: only 57% believe their company has the right media mix, down from 64% the previous year. Kantar's new Ad-Equity ranking shows Google, Amazon, and YouTube leading among consumers, while marketers favor YouTube, Instagram, and Google. The study also notes a shift toward micro- and nano-influencers, with 66% and 61% of marketers planning to increase investment in these segments, respectively.
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