JCDecaux's award-winning AI creative testing suite, Optix, uses thousands of hours of past eye-tracking, neural sensor, and visual questionnaire data to predict how a poster and its elements will draw, and hold, people's attention in real-world environments. Impactful for testing executions before they go live, or for evaluating previous creatives, data-driven insights can be used to develop understanding and drive effectiveness, helping campaigns to work harder.