Ads that Speak and Connect: Introducing Generative Response Ads

Imagine an ad that doesn’t just present a brand or a product but is ready to answer questions—all within an ad space. This is not a chatbot integrated into an ad; it’s an AI that knows the brand and is able to converse in natural, common language, bringing the immediacy and relevance of real conversation directly into the ad experience.

For the first time, brand-to-consumer dialogue is truly possible right within an ad. That’s the essence of Generative Response Ads—Ads that Speak and Connect.

New chapter in digital advertising

Developed and powered by our GMS AI technology, Generative Response Ads are now live, with the first advertised brand being Globe, a telecommunications company in the Philippines, with over 90 million subscribers.

The launch of Generative Response Ads marks an exciting new chapter in digital advertising, one that brings brands closer to audiences through real-time brand-consumer connections. Thirty years ago, in 1994, the first banner ad introduced interactive online advertising, marking the dawn of digital marketing as we know it. The banner was for AT&T, launched on Hotwired.com. Since then, each major innovation has added new layers to how brands connect with audiences: video ads brought storytelling to digital, Google AdWords democratized advertising by enabling businesses of all sizes to reach targeted audiences, programmatic technology introduced automated targeting with the goal of greater precision, and social media platforms fostered engagement and community.

Each of these innovations fundamentally changed how advertising is approached. Yet, while each brought novelty to the user experience or advertiser toolkit, they spoke to the customer rather than with her—none fully bridged the gap between engagement and response in the way Generative Response Ads can.

With Generative Response Ads, the advertising model is moving beyond one-way messages. Instead, ads become active participants in a conversation, capable of addressing individual questions, guiding consumers in real time, and creating a sense of connection that static formats simply can’t match.

Key elements that make Generative Response Ads different and innovative:

• Powered by AI that is specific to a brand – Each Generative Response Ad is backed by an AI model tailored specifically to the brand it represents. This means facts, style and voice, values, messaging, and any other elements brands want their AI to embody.
• Simplifying the Customer Journey with Fewer Clicks to Conversion – By answering questions and offering guidance within the ad space, Generative Response Ads streamline the customer journey, reducing friction and enabling faster paths to action.
• Actionable Audience Insights through Qualitative Anonymized Data, Not Assumptions – These ads provide brands with a clear understanding of what their audiences are genuinely interested in.

In short, this approach is about instant, relevant engagement.

Thanks to technology, marketing fundamentals are brought to life—allowing brands to truly connect with every customer in the moment. This isn’t about personalization; it’s about relevance. Consumers can now engage directly with brands, and brands can respond with immediacy and impact. This approach has the potential to reshape the brand-consumer relationship, enabling it to be a 1-on-1 connection and at scale, simultaneously.

Turn customer interests into insights and conversions

Generative Response Ads also redefine qualitative data. Traditional surveys face issues like social desirability bias, limited response options, and outdated sampling, and today’s consumers are often unable to recall details accurately due to the constant flow of information and noise around us. With Generative Response Ads, brands gain access to real insights from real people—moving beyond guesswork and outdated 50-person surveys. These insights are gathered in real time, providing a richer, more accurate understanding of consumer needs and interests, all while keeping the data anonymous. Anonymization is essential to respecting privacy, allowing brands to gain valuable insights without compromising consumer trust. There’s a treasure trove of insights here that can drive real impact—without needing to connect to a CDP or a CRM.

Possibilities with Generative Response Ads

This launch is just the beginning of what’s possible with Generative Response Ads.

As technology advances, so will the opportunities for brands to build deeper, more dynamic connections that go beyond anything previously imagined in advertising.

Just imagine the possibilities:

Retail – Engage customers directly within an ad by answering product questions, providing stock availability, or offering styling suggestions in real time, creating a streamlined path to purchase.

Consumer Packaged Goods – Answer questions about ingredient details, provide sustainability information, or usage tips directly within the ad space to build brand awareness and trust, helping consumers make informed choices while strengthening the brand connection.

Travel – Guide potential travelers by answering questions about destinations, recommending activities, and even helping with trip planning—all within a single ad, enhancing the customer journey from interest to booking.

Entertainment – Provide showtimes, event details, or ticket purchasing options directly within the ad, making it easy for users to access what they need and take action on the spot.

Education – Offer prospective students course information, program details, or campus insights directly within an ad, supporting decision-making and engagement with minimal clicks.

This is just scratching the surface of what Generative Response Ads can achieve, opening doors to even more creative, customer-centered possibilities as technology continues to evolve.

Final thoughts

We at GMS are grateful to everyone who made this vision a reality—a true team effort from so many dedicated individuals who poured their expertise and passion into bringing this innovation to life.

We invite anyone interested in learning more, discussing the future of digital advertising, or exploring how to get started with Generative Response Ads to reach out!