Introducing Launch AI Instant: Predict Winning Ideas Before You Invest in their Development
Most innovation pipelines look the same: generate a large pool of ideas, narrow them down quickly, and invest heavily in testing a limited few.
The challenge? Teams are forced to prioritise too early, testing only a fraction of ideas due to limited budgets and time. Decisions are based on incomplete data. The result is predictable: missed opportunities and costly missteps.
Testing everything with consumers simply isn’t scalable. This is exactly the problem Launch AI Instant is designed to solve.
A New Approach to Early-Stage Innovation
Launch AI Instant introduces a fundamentally new approach to idea screening. Instead of relying on traditional methods that require human respondents, it enables teams to evaluate hundreds of ideas instantly.
What sets it apart from other instant, predictive, or AI-based screening solutions is its core principle: the most reliable way to predict the success of a new concept is to benchmark it against real products already in the market.
To achieve this, Launch AI Instant is trained on point-of-sale (POS) data from newly launched products, combined with matching online product data. Through this training, the model learns the characteristics that drive success and failure in-market- and applies those learnings when evaluating new ideas.
When consumer brands test concepts, Launch AI Instant predicts their weighted rate of sales (ROS), providing a direct, sales-based measure of in-market potential. As a result, teams learn quickly and objectively which ideas are worth pursuing - and which are not. This shift has profound implications. It reduces wasted effort while increasing the chances that high-potential ideas progress to development—and ultimately succeed in market.
Better Decisions, Faster
One of the biggest limitations of traditional concept testing is speed. Research cycles can take weeks, delaying decisions and slowing down innovation pipelines.
Launch AI Instant compresses this timeline dramatically.
The workflow is simple:
- Enter your idea into the platform.
- The Launch AI Instant evaluates its Rate of Sales potential
- Your idea receives a Launch AI Instant score (0–100) that allows you compare ideas side by side.
The platform presents a full overview of screened ideas, including colour-coded performance bands and clear recommendations to “screen out” or “move ahead.” This makes it easy to prioritise concepts quickly and confidently.
A New Standard for Accuracy
A common concern with AI-driven tools is whether they can truly be trusted.
Launch AI Instant addresses this with a strong data foundation. The model delivers 74% prediction accuracy in identifying ideas that are likely to succeed (fail) in market. This is more than twice the level typically seen in traditional purchase intent -based concept testing methodologies.
More importantly, the Launch AI predictions are grounded in real in-market outcomes. By training on actual product performance data (ROS during launch period), the platform focuses on what matters most: the ability of a concept to generate sales in-market where it will face tough competition.
The core issue with purchase intent–based methods is their over-reliance on what consumers say (survey data) and on a single KPI—purchase intent. In reality, people tend to overclaim, and purchase intent alone is too simplistic to deliver meaningful predictive power.
A Clear Framework for Decision-Making
Launch AI Score creates a clear, sales-based framework for prioritising ideas—removing guesswork from early-stage decisions.
Every idea evaluated in Launch AI Instant receives a score between 0 and 100, providing a simple and objective way to compare concepts.
A score of 20 or above indicates that an idea is likely to reach at least the fourth ROS quintile - placing it within the top 35% of new product launches. In contrast, ideas scoring below 20 are likely to fall into the bottom 65% and face a high risk of underperformance and failure.
The implications are significant. Based on our analysis in FMCG categories in Europe and the U.S, moving a new product from the lowest ROS quintile to higher-performing ROS quintiles increases rate of sales by multiples, at minimum by 2x - demonstrating the outsized impact of getting the concept idea right early.
Designed for Real-World Innovation Teams
Launch AI Instant is built for the way innovation happens. Whether used in ideation workshops, early-stage screening, or portfolio prioritisation, it enables teams to evaluate more ideas, faster, and with greater confidence.
For example, a team starting with 120 ideas can instantly screen them and focus their resources on the top 20 entering full concept testing with a significantly stronger pipeline.
This makes it particularly valuable for insight teams, innovation leads, and product development teams looking to improve success rates while reducing unnecessary spend.
From Ideas to Impact
Ultimately, innovation success is not just about generating ideas - it’s about selecting the right ones.
Launch AI Instant shifts the focus from subjective decision-making to objective, data-driven prioritisation. It allows teams to move from ideas to action faster, with greater clarity and confidence.
The result is simple: More winning ideas. Less wasted effort.