GMS partnered with AdSpark to launch Generative Response Ads, a pioneering innovation that allows users to engage in real-time conversations directly within advertisements. This AI-powered format enables consumers to ask questions and receive immediate, relevant answers, transforming traditional static ads into dynamic, interactive experiences. The initiative underscores GMS’s commitment to advancing cutting-edge AI-driven communication solutions aimed at enhancing customer engagement.
GMS launched its innovative technology with AdSpark, a Filipino company under Brave Connective, which is part of Globe, a leading telecommunications and digital solutions provider. The first to use this new ad format is Globe Platinum, the company’s premium postpaid mobile service, which aims to create new revenue streams and redefine how brands connect with their audiences.
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Marina Petrova, Head of GenAI Business at GMS, emphasized the transformative potential of interactive advertising, highlighting that customers can now converse with brands directly within an ad. Nikko Acosta, Group CEO and President of Brave Connective, noted that Generative Response Ads empower brands to engage more meaningfully with their audiences, building trust and driving growth.
This innovative format leverages advanced AI capabilities to facilitate natural language dialogues within ads, offering tailored responses that reflect the brand’s identity. By streamlining customer interactions and reducing conversion clicks, this solution not only enhances brand connections but also opens new revenue opportunities for publishers and agencies.