It’s time to turn on your Creative Intelligence
Code and Theory partners with Adobe on creative intelligence for finance brands, Campaign
Your customer data already shapes who you reach. The Creative Intelligence System helps shape what you say and gives you evidence before creative decisions are locked in.
Stop launching to learn. Start learning to launch.
Code and Theory, in partnership with Adobe, launched the Creative Intelligence System at Adobe Summit 2026, showing customers how synthetic AI personas built on Adobe Experience Platform data can pressure-test your creative before it goes to market.
We built CIS because the financial services industry has a major timing problem. The compliance lock means that every execution must be approved before launch. That means the most consequential creative decisions occur in the least-informed window, after research but before testing. In most industries, that gap is expensive. In financial services, it's structural. Every testing tool in the standard martech stack activates after creative decisions are made.
The Creative Intelligence System solves that problem. Request a walkthrough below.
Headless by design. The Creative Intelligence System is available inside GenStudio, AEM, a standalone browser extension and more. No new login. No new workflow. Find actionable insights where decisions are being made. Get set up for success. Here's how it works:
How it works for you
Onboarding and Prep
We assess segments and data architecture, align on priority use cases, and run primary research on your target segments so the persona foundation is built on intelligence, not assumptions.
Build the Synthetic Personas
Synthetic AI Personas generated from your AEP segment data, enriched with Stagwell's ID Graph. Each persona is validated against known campaign performance before a single experiment runs.
Understand Resonance at Any Stage
Test creative at any stage: ideation, concept, or pre-launch. Get a multi-dimensional signal with reasoning behind it.
Go Deeper with the Research Agent
A live interface to probe the why behind every score. It surfaces objections, explains what's driving resonance, and identifies what the creative is missing.
Complete the Feedback Loop
Campaign IDs link pre-launch resonance to in-market results. The system compounds so that every campaign makes the next one smarter.
Don’t waste time and money guessing if your campaign connects.
Creative quality is the single largest variable in campaign performance. Yet financial services creative is struggling to connect: attention to FSI campaigns declined 31% year over year.
— Kantar Financial Services Creative Trends 2025
decline in attention paid to FSI campaigns
drop in emotional engagement with FSI creative year over year
More ROI for FSI
Cost avoidance. Ditch directions that don't connect at the ideation stage — before compliance lock prevents iteration.
Revenue recovery. Adjust creative decisions that cascade across your full campaign portfolio, compounding returns where testing isn't an option.
Compounding capability. Personas improve with each campaign. Resonance predictions scale without incremental cost.