Segwise today announced that it’s launching a new feature for its AI-based user acquisition platform: New creative analytics and insights features, specifically the Creative Analytics AI Agent. This new agent uses AI to help mobile game and app developers track the reactions to various creative elements in their ad campaigns. These can include the backgrounds, the calls-to-action, the emotional hooks and other elements, saving developers the task of manually tagging and analyzing those elements themselves.

According to the company, its AI automatically tags creative elements across various different kinds of ads. In addition to the AI Agent, Segwise’s Creative Analytics and Insights dashboard also offers insights from aggregate data from ad networks, allowing devs access to even more granular data. This can help mobile game developers, for example, find what resonates best with potential new players and prevents them wasting money on ad spend.

Segwise CEO Brijesh Bharadwaj told GamesBeat in an interview that even the biggest studios could spend 20-30 hours a week tagging the elements of their creative ads, which the AI agent doesn’t require. “That’s just straight-up hours saved. But more importantly, I save you a bunch of hours while creating your ads. Now even the analysis, the turnaround time of being able to react to those changes, comes down to almost zero. It’s a lot of time saved that nobody wanted to do in the first place. Nobody likes doing this work. It is not fun stuff, but everybody has to do it because it’s so important. Now they can actually focus on, like, doing fun stuff, which is making the actual creative.”

Carol Miu, the former CEO of PeopleFun Games, is joining Segwise as an advisor. Miu told GamesBeat, “As the scale of UA grows for a publisher, better monitoring on campaign performance and granular creative analytics can lead to millions of dollars of savings in ad spend. Segwise is building a platform of AI agents to help UA teams do this easily and improve ROAS. I am excited to join them on their journey as an advisor!”