About AdZhi
Built from a specific frustration.
Performance teams have extraordinary data on what converts. They have almost no data on why the voice in their ads is working or failing. AdZhi exists to close that gap.
- Voice IQ81 strong delivery
- Hook energy118% of its average; drops 32% at the CTA
- Disfluency3 2 fillers near the CTA
The audio signal goes unreported
A senior media buyer watches a new cut. The hook is strong, the concept solid, the product looks great. They approve it. It goes live. It underperforms. The platform shows CTR and ROAS: outcome data. It shows nothing about the drivers in the creative.
The things that separate a high-performing ad from a low-performing one are often completely invisible to the people reviewing it, however skilled, because the instruments to measure them didn’t exist.
The insight is acoustic. The signals your audience’s subconscious processes in the first moments (pitch, energy, credibility, delivery pattern) shape whether they swipe or stay. No ad platform reports them: you see the clicks, never the delivery that earned them.
Measuring the creative is only half of it. The deeper conviction is the loop: forecast from those signals, run the ad, pull the real outcome back in, grade the forecast against it, and let the system learn which signals actually predict performance in your account. That feedback loop between creative and paid media is the part nobody had closed. An agent now works that loop: it proposes the next move on every ad, acts only within the scopes you delegate, and explains each decision by email. It never changes your ads or your spend; live execution is off by default, and only you can switch it on.
- 1Scoreforecast from the acoustic signals
- 2Runthe ad goes live as planned
- 3Gradethe forecast meets the realised result
- 4Learnthe next call gets sharper
Four forces converging
- 01
Creative quality is a growing share of your edge
iOS privacy, GDPR and cookie deprecation eroded third-party targeting precision. With less of a data advantage to lean on, more of the difference comes down to the creative itself.
- 02
AI content makes authentic delivery more valuable
When every brand can generate AI ads, a real human voice delivered with conviction stands out. Acoustic credibility is becoming a competitive signal in its own right.
- 03
The analysis tools caught up
Transcription, signal processing and AI reasoning became precise enough to give a buyer a specific brief they can act on.
- 04
UGC volume has outgrown manual review
Many DTC brands now produce dozens of creator ads a month. Reviewing them systematically by hand is impossible. Acoustic analysis keeps up where human listening can’t.
What we hold to be true
The voice carries more persuasion weight than motion or colour
The visual gets the attention. But how the words are delivered carries the persuasive load: pitch authority, vocal warmth, energy at the ask. Your audience hears it before they consciously process it.
Pre-production is where the leverage is
Post-production reporting tells you what happened. Pre-production analysis gives you a chance to change it: 20 minutes to re-record instead of £20,000 to re-shoot.
Specific beats generic
“Improve your CTA” is advice. “Re-record from 0:24: your CTA was 68% of average energy. Stand up. Mean it. Target 85+” is a brief. Every AdZhi score comes with a brief.
The data should be honest about what it knows
Predictions start from research-informed acoustic and linguistic heuristics. As brands connect real performance data, those signals get validated against actual ROAS and CTR, and until they are, we say so. We don’t call a pattern a proof.
Ad + 知: to know, from the source
Ad: what we analyse. Zhī (知): the Mandarin character for “to know”, “to be aware of”. The name carries the founding biography: time spent studying in China, then years as a data analyst across social publishing, influencer marketing and DTC performance — watching dashboards measure reach, engagement and conversion while the creative quality behind them went unmeasured. AdZhi is that instrument, built in London.
Brady O’Farrell · Founder
Performance-data analyst turned founder · London
“I kept approving ads that sounded fine and then watching them underperform, and the platforms could never tell me why. AdZhi is the instrument I wished someone had handed me.”
There are no layers here yet — questions land with him directly at hello@adzhi.co.uk.