Charities can now test the effectiveness of their ad campaigns for free using AI as part of a new initiative launched today (2nd September 2025) by creative data provider DAIVID to mark International Charity Day (September 5).

Non-profit organisations – or agencies working on their behalf – will receive complimentary access to DAIVID’s advanced AI-powered creative testing solution, the Creative Data Feed, as part of the new programme. The tool measures the impact of ads on audiences, providing data-driven insights into attention, emotions, brand impact and overall effectiveness.

The aim is to help charities maximise the impact of their campaigns, ensuring their messages resonate deeply with audiences and drive meaningful change. Participating charities must be registered in the UK or US. 

Ian Forrester, CEO and founder of DAIVID, said: "Charities do some of the most important storytelling in the world, but often with limited resources. By opening up access to our AI-powered testing solution, we want to give non-profits the same tools that major global brands use – helping them create campaigns that connect with hearts and inspire action."

Trained by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, DAIVID’s AI models let users know within seconds the emotional, attention and brand impact of their video, social or display ads. 

The human-trained, AI-powered tool can be integrated into any ad platform. Metrics include:

• A prediction of the percentage of people likely to feel a deep emotional connection to the content, based on 39 distinct emotions;
• A second-by-second breakdown of the emotions an ad will generate among target audiences;
• Predicted percentage of people likely to recall the charity behind the ad, share the content, recommend the charity or make a donation – and the key moments driving each;
• A breakdown of the attention captured by ads during the critical first and last seconds;
• An overall effectiveness score (out of 10) based on predicted attention levels, intensity of positive emotions and brand recall. 

Creative assets that scored highly using DAIVID’s technology saw a 36% increase in attention, 41% boost in brand recall and 32% uplift in purchase intent, compared to ads that scored poorly. Clients include global brands and agencies including Nike, Snapchat and WPP.

Tom Saunter, global head of new solutions at WPP, added: "We’ve proven that DAIVID’s emotional data can be a strong predictor of actual media performance. Their solution is a powerful unlock that will enable the next level of understanding in what drives creative effectiveness at scale."

International Charity Day, held annually on September 5, recognises the work of charitable organisations and encourages support for humanitarian efforts worldwide.

Charities can register their interest by contacting DAVID here, with a link to their video by September 5. Once submitted, they will receive access to DAIVID’s insights dashboard, along with a walkthrough video explaining the results. The offer is limited to one video per charity.