Measure how people respond to an ad, then directly fix what works less well

Luma and Dumbstruck connect emotion analytics with video editing to test, adapt, and validate ads before they go live.

Luma and Dumbstruck are combining their technologies to connect analysis of how audiences respond to an ad with direct changes to the creative itself. The two companies describe this approach as “Creative Intelligence,” a loop in which audience reactions can inform how content is adjusted before it reaches the market.

Dumbstruck handles the analysis layer. Its facial coding technology measures emotional and behavioral responses to video in order to identify moments that hold attention, sections that perform less effectively, or elements that may need to be reworked. Luma Agents then takes over to apply approved changes to the existing video.

The workflow is built around three stages: analyze audience response, modify the relevant elements, then submit the new version for another round of evaluation. Luma specifically highlights the ability to make targeted changes to parts of a video without organizing a new shoot, although the level of fidelity and control will naturally depend on the type of changes requested.

The same approach is also intended for personalization and localization. A single campaign can be analyzed across multiple audience segments or markets, then adapted based on the differences observed. Changes may affect visual elements, content, or the way a sequence is structured before another validation round.

Wayfair is among the companies cited as exploring this combination of emotion analytics and AI-assisted video production. The partnership comes as the growing number of creative variations that can be generated shifts part of the challenge toward selecting, evaluating, and optimizing them before media spend begins.