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Artistic decisions tend to rely on human instinct — that immeasurable, hard-to-quantify quality with often inconsistent results. But one company aims to take all the guesswork out of the equation: Today, Boston company Adhark launches AVA, a new artificial intelligence-driven technology that claims to sport design sense.

Short for Analytical Visual Assessment, AVA is a web-based software platform created to help creative directors choose images that have the most “resonance” among target audiences.

“It’s an AI that augments, informs and guides creative thought,” said Adhark chief executive officer and founder Jehan Hamedi. AVA performs at least 26.8 million computations using machine learning, assessing elements of a deep set of images and their data, including shares and likes. The system locks onto the visual preferences of targeted consumer audiences with one goal: To bring more impactful visuals to the surface.

The results offer image recommendations for use in everything from marketing campaigns to creative product design. “Adhark and its iScore metric allow companies to quantify the value of their art,” he added. Hamedi wants to demystify why certain photographs work to drive creative decisions with data.

“I see that the dominant color is a shade of purple,” Hamedi explained. “But in fact, I found a proximate shade of purple would work even better. I’m creating a new line of clothing, and I’m trying to figure out where to do my shoot. Should it be in a villa or in downtown Boston?” Presumably, AVA can inform those choices.

One of the Adhark’s partners is Angela Luna’s outerwear company Adiff, which uses the tech to narrow down choices for the website and promotional photos. According to Hamedi, the AI company is also in exploratory talks with Tommy Hilfiger.

Alyssa Clare Hoersten, Hilfiger’s assistant art director, consulted on AVA’s product development. “The next generation of creatives are looking for art and science to pair together,” said the creative professional. She was a former assistant art director at InStyle magazine and Nicole Miller, and lead creative on the Clio-winning TommyNow Snap app — a sort of Shazam for fashion. The app allows users to capture images of the brand’s looks in-store, in ads and on the runway, and shop them immediately.

The experience came in handy for Adhark. “They wanted to make sure, as they were building it, that it would be implemented [according to what] art directors need,” said Hoersten, who advised Adhark in her off time. “I’m excited to be the first to tell their story, as someone who could see themselves using this in the future.”

Today, AI applications inform everything from paper towel purchases to dating matches. Quantifying the value of design may be a new frontier. “This is a new category,” Hamedi said. “We’re trying to eliminate a dark art in the creative arts. It’s challenging, but we’re ready for it.”

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