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A bevy of the world’s biggest brands including Delta Air Lines are turning to AI to predict how ads will perform, how the public will react and how much money campaigns are likely to generate before they even launch ahead of some of the biggest marketing moments such as the Super Bowl and the Olympics.

In one instance, a popular beer brand, which Ad Age was not authorized to name because of sensitivities around its strategy, used AI to pre-test the emotional resonance of its Super Bowl campaign this year. The beer brand used Daivid, a platform that developed AI to analyze how media is likely to land with the public. Through the AI analysis, the beer maker discovered a key insight—one of its Instagram ads had a stronger effect on consumers’ purchasing intent than even the multimillion-dollar national spot, according to Peter Daboll, Daivid’s head of U.S. That information ultimately helped the beer brand figure out its social media plan around the game, Daboll said.

In another example, a global snack brand, which also had its name hidden for this story, recently used the same AI technology from Daivid to understand the sales impact of different creative. The snack maker found that when its ads elicited a sense of excitement from viewers, they were more likely to drive sales, Daboll said. Daivid’s tool conducts detailed emotional analysis, measuring up to 39 different sentiments.

“These are miracle insights,” Daboll told Ad Age, and they are changing the way brands take campaigns to market. A brand can relay the AI’s analysis to a creative agency, informing the strategy going forward. “We’re going to look back at the old way of testing ads as the biggest, most inefficient way of gathering data,” Daboll said.