Investing in Marketing Innovation: Foresight Group tests portfolio company, Alison.ai

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Private Equity

SME

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3 minutes

29/07/2025

Investing in Marketing Innovation: Foresight Group tests portfolio company, Alison.ai

Investing in Marketing Innovation: Foresight Group tests portfolio company, Alison.ai to build better creative and grow knowledge as a team

The Marketing & Communications team at Foresight Group recently conducted a strategic test with portfolio company Alison.ai, a leading creative intelligence platform, to explore how artificial intelligence can enhance marketing effectiveness and creative performance.

Our partnership with Alison.ai forms part of Foresight Group’s broader effort to invest in category defining AI companies. We participated in the company’s $13 million seed round and will be supporting Alison.ai as it scales its commercial presence and continues to acquire a mix of enterprise, midmarket and smaller business customers across global markets.

This initiative reflects our ongoing commitment to marketing innovation and integration of AI based technologies and tools to advance our work. Alison.ai’s advanced capabilities helped us understand news ways to achieve creative optimisation, formulate competitor benchmarking, and improve campaign performance, at speed.

About Alison.ai

Alison.ai is a leading creative intelligence platform that empowers brands and agencies to optimise advertising outcomes. By providing predictive insights, performance scores, and competitor benchmarks, Alison helps marketing teams decode creative performance, accelerate ideation, and confidently launch high-impact campaigns. Trusted by major FMCG brands, Alison AI is the strategic partner for data-driven creative.

Campaign Overview: Testing AI across our audience focused campaigns

Forming part of a master brand campaign with 20” video based creative, our objectives were threefold:

To evaluate how AI could enhance creative development for future campaigns
To gain visibility into competitor creative strategies
To identify which creative elements most effectively engage our target audiences

Alison.ai’s platform provided a detailed analysis of creative performance, highlighting which formats, messages, and visual elements delivered the strongest results. The platform also offered insights into how our creative approach fared compared to our competitors, helping us identify areas for differentiation and improvement.

This collaboration with Alison.ai exemplifies how we are leveraging our portfolio to explore emerging technologies that can drive marketing innovation. As artificial intelligence continues to evolve, we see significant potential for AI to support more agile, data-informed, and creative marketing practices.