GMS unveils AI-powered generative response ads, transforming digital engagement

Global Message Services (GMS), a leader in AI-powered communication solutions, has unveiled Generative Response Ads, a transformative ad format that introduces real-time, conversational interactions within digital advertisements. This groundbreaking innovation redefines traditional ad engagement by enabling users to ask questions and receive real-time answers directly within the ad space.

In collaboration with AdSpark, a premier Philippine digital agency under Brave Connective of Globe, GMS’s innovation debuts with Globe Platinum, the telecommunications giant’s premium Postpaid Mobile service. The launch marks a pivotal moment in digital advertising, promising to revolutionise how brands engage with audiences and redefine consumer interactions.

How generative response ads are reshaping digital marketing

At the heart of this innovative format is advanced artificial intelligence capable of conducting natural language conversations. Unlike conventional static ads or scripted chatbots, Generative Response Ads allow users to engage in dynamic, free-flowing dialogues with the ad itself. Each interaction is tailored to reflect the brand’s voice, delivering precise answers while maintaining user privacy through anonymised exchanges.

This disruptive format not only enhances the customer experience but also significantly reduces the friction of traditional customer journeys. By enabling seamless, on-the-spot interactions, it eliminates the need for additional clicks, streamlining pathways to conversion.

According to GMS’s Head of GenAI Business, Marina Petrova, this innovation heralds a new era in advertising by blending cutting-edge technology with marketing ingenuity. She emphasised that Generative Response Ads have the potential to reshape the marketing ecosystem, creating unprecedented value for both businesses and their customers.

First global rollout with AdSpark and Globe Platinum

GMS partnered with AdSpark, part of Brave Connective, to launch this technology, positioning the Philippines as the first global market for Generative Response Ads. Brave Connective’s CEO, Nikko Acosta, highlighted the strategic importance of this collaboration, stating that the innovation enables brands to foster deeper connections with their audiences.

The inaugural use case with Globe Platinum is a testament to the ad format’s versatility, particularly for high-value products and services. By delivering personalised and meaningful interactions, this next-generation solution aligns with Globe’s commitment to exceptional customer experiences.

A new frontier for advertisers, publishers, and consumers

Generative Response Ads open new revenue streams and opportunities across the digital marketing ecosystem. For advertisers, the format provides an edge by transforming passive viewers into active participants. Publishers, on the other hand, gain access to a premium, interactive format that appeals to high-value advertisers.

This technology’s ability to simulate conversational exchanges creates a more authentic connection between brands and audiences, addressing the growing demand for personalised digital experiences.

As AI continues to evolve, the integration of conversational technology into advertising signals a shift toward a more user-centric digital ecosystem. By breaking barriers between brands and consumers, GMS and its partners are setting a new benchmark for engagement in the digital age.

What lies ahead for interactive advertising?

The debut of Generative Response Ads marks a significant milestone in the advertising industry, showcasing how AI can bridge the gap between technology and human interaction. With this innovation, GMS and AdSpark are leading the charge into a future where ads are no longer static displays but fully interactive tools that drive trust, engagement, and growth.

As the marketing landscape evolves, the success of this launch underscores the importance of staying ahead of technological advancements to meet the demands of increasingly sophisticated consumers.