Monks, the digital-first operating brand of S4Capital plc, has launched ‘Creative Intelligence’ across APAC, introducing an AI-powered engine aimed at decoding creative performance for marketers. The solution is part of the Monks.Flow ecosystem, the company’s agentic AI system built for marketing orchestration.
Announced across Singapore, Sydney, Hong Kong and Shanghai, the launch comes as brands and agencies continue increasing AI-led content production across digital platforms. Monks said the new capability is designed to address a key industry challenge: understanding not just which ads perform well, but identifying the specific creative elements driving audience engagement and conversions.
The company stated that the rapid growth of AI-enabled content creation has significantly increased the scale and speed of campaign production, making granular creative analysis increasingly important for marketers managing high-volume digital campaigns.
According to Monks, ‘Creative Intelligence’ uses advanced AI systems to ‘fingerprint’ creative assets by analysing video and static content at an individual element level. The engine automatically segments content into clips and generates metadata across multiple creative attributes. This data is then integrated with media performance metrics to provide more detailed insight into the relationship between creative execution and campaign performance.
The company referenced findings from Nielsen and the IAB, which estimate that creative contributes an average of 47% of sales impact across television and digital advertising, outperforming platform targeting and reach metrics.
Monks said the AI-led, cloud-native pipeline is intended to move creative analysis beyond broad campaign-level reporting, enabling brands to identify which sensory elements influence engagement, conversions and ROI.
The company shared examples from ongoing pilot programmes demonstrating how the system has been used to assess campaign effectiveness. In one telecom campaign, expansive shots used to communicate network reach reportedly delivered 61% stronger performance than close-up visuals. In another campaign, online video creatives focused on storytelling instead of pricing generated 52% stronger performance. A separate campaign analysis found that ‘Online Store’ messaging delivered at least 50% higher engagement than generic ‘Website’ messaging across tactics.
Jakub Otrzasek, svp of data at Monks APAC, said, “Creative is the new targeting, and time is the only currency that matters. For years, we optimized audiences to the finest detail while treating creative as a static unit. Creative Intelligence changes that by isolating the specific elements - whether a joyful expression, a product close-up, or a background track that resonates with different audiences. We are moving from simply knowing an ad performed well to understanding that a specific moment like a 0:04-second clip of a red car drove the conversion. With AI, we can now scale those insights into production instantly.”
The company added that the platform has been designed to support modern advertising products that require large volumes of varied video assets across markets and audience segments. Insights generated through the engine are integrated directly into the Monks.Flow production process, allowing AI agents to refine briefs, generate visuals and automate localisation workflows using predictive performance signals.
Brett Camilleri, vp of measurement at Monks APAC, said, “Creative Intelligence represents a critical advancement in the measurement ecosystem, complementing MMM, attribution modeling, and incrementality experiments. It enables a stronger connection between creative-level drivers and measurement models, allowing us to quantify the long-term impact of advertising on brand equity and overall marketing effectiveness, while identifying which elements of creative execution drive ROI.”
Monks said the launch reflects the growing role of AI-enabled measurement and optimisation tools within marketing operations as brands seek stronger links between creative execution, media performance and business outcomes.
