‘We’re ditching human panels’: Paper Moose launches AI testing tool

May 5, 2025 11:31

Indie creative agency Paper Moose has unveiled a new AI tool that pre-tests creative concepts, avoids human focus groups and “champions good marketing science”.

Described as a “full-blown competitor” to System1, Moose Review is designed to remove the subjectivity from typical testing tools.

The tool is the first flagship product to be launched under Paper Moose’s Innovation Lab. Described as a “first of its kind” hybrid tool that uses AI and human data to pre-test creative concepts.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

ai Creative effectiveness effectiveness Joshua Flowers Moose Review Nick Hunter Paper Moose System1 testing

3 COMMENTS

No conflict here 5 May 25

Surprise surprise – the agency creative testing tool says creative is great.

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Sean 5 May 25

I look forward to the great creativity unleashed by sycophant AI. If only the customers were also AI, we could complete the circle: AI-generated campaigns for AI-generated products approved by AI platforms, published in AI driven media. Sadly for these companies, my AI screening tools are already screening and flagging content as AI-generated.

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Henry Innis 7 May 25

Really nice idea, but I think it’s very dangerous when you are in both testing + execution. Have to pick one. Can’t mark your own homework! It’s why Mutiny had to cease to exist … We could not stay an agency.

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