AI-powered tool lets consumers ‘talk’ to ads

Nikko Acosta —CONTRIBUTED PHOTO

MANILA, Philippines — Advertising technology agency AdSpark has rolled out a new advertising format that allows consumers to interact directly with ads using natural language, marking what its parent company described as a first for the local marketing technology industry.

These so-called “generative response ads,” launched last month, enable users to “talk” to an advertisement and receive real-time responses generated by artificial intelligence (AI) and tailored to a brand’s products and services.

It was piloted with Globe Platinum, according to Brave Connective Holdings Inc. (BCHI), the marketing tech group behind AdSpark.

BCHI operates under 917Ventures, the corporate venture arm of the Globe Group, which also runs one of the Philippines’ largest telco firms.

READ: 917Ventures key to Globe’s transformation into a digital solutions platform

Not scripted

Unlike conventional chatbot-driven ads, BCHI says the new format uses generative AI trained on brand-specific data, allowing conversations to flow without relying on prescripted responses.

This is crucial in a Philippine market where consumers are increasingly exposed to AI but remain dissatisfied with its limitations.

A study by customer engagement platform Twilio found that 46 percent of Filipinos are frustrated with scripted chatbot responses, while 44 percent are unhappy with generic answers in digital customer service tools.

For BCHI, this technology demonstrates how AI chatbots can be tailored to reflect the voice of a specific brand.

“This next-generation advertising format leverages advanced AI, enabling consumers to engage in natural language dialogue directly within an ad space—essentially ‘talking’ with an ad,” says Nikko Acosta, president and CEO of BCHI.

The company added that all interactions are anonymized to address data privacy concerns.

Unified ecosystem

AdSpark’s system is integrated with three other companies within BCHI’s portfolio. These include: M360, a wallet-based messaging platform; Inquiro, a data intelligence and analytics firm; and Rush, an e-commerce and loyalty platform.

READ: Globe Group’s AdSpark wins two golds at 2023 Marketing Excellence Awards

Together, the group operates what it describes as a “unified ecosystem” in which Inquiro identifies high-value market segments; AdSparks designs targeted campaigns using those insights; M360 handles message delivery; and Rush manages e-commerce conversations.

BCHI says this level of integration sets it apart in a market where many firms still rely on disconnected marketing tools.

“The power of BCHI comes from integration, not aggregation,” the company says. “Each platform strengthens the others, creating outcomes no single point solution can deliver.”

Amid rapid advances in marketing technology, BCHI says it is focusing on making AI-driven tools not only accessible, but also practical and effective for Philippine brands. INQ