The Creative Intelligence System
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.
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.
More ROI
- 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.
About Code and Theory Network
The Code and Theory Network is the only network with a balance of 50% creative and 50% engineers at scale. The technology and creative network within Stagwell Group is built to experience change for businesses that need to navigate the complexity of changing consumer behaviors, emerging technologies and AI. With a global footprint and the capabilities to work across the entire consumer journey, we crave the hardest problems to solve. The network includes the flagship agency Code and Theory as well as Kettle, instrument, Left Field Labs, Mediacurrent, Rhythm and Truelogic. Code and Theory clients include Amazon, Apple, JPMorgan Chase, Mayo Clinic, Microsoft, NFL, Pfizer and Yeti.
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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