The next step for consumers who don’t like the automated customer support will be to experience an online advertising experience that is more interactive and allows them to have real-time conversations in the ad.
GMSIn November, Generative Response Ads was launched by a company that provides AI-driven communication solutions for global companies and mobile network operators. This innovative digital ad format allows consumers to engage directly in real-time conversation with brands inside the ad.
AI-powered ads allow for dynamic, two way conversations within the advertising space. Shoppers can use natural language to ask questions, and get real-time answers that are contextually relevant. This innovative approach simplifies the journey of the customer and provides tailored information without the requirement to navigate to separate pages.
This AI technology for brands goes beyond generic conversations and scripted bots, ensuring that each interaction is aligned with the unique products, messages, and services of an organization. It offers tailored responses and creates a natural conversational experience. Consumers can also receive information without visiting a separate landing site.
Marina Petrova is the head of GMS’ gen AI division. She said, “We are laying down the foundation for a new age of interactive advertising which has only just begun.” For the first time ever, customers are able to have a direct conversation with brands within an advertisement. We are proud to be leading this disruption in the intersection of marketing, technology, and business.
Interactive AI Ads – Benefits
These interactive ads allow brands to connect instantly with their audiences. They also introduce new revenue streams for publisher and provide agencies with a forward-looking format that helps optimize campaign. They are scalable, reduce friction and can be used in any industry. They provide consumers with fast, reliable responses that increase conversions.
This boosts the value of advertising inventory, increases dwell time, and keeps audiences longer within an organization’s ecosystem. GMS is a powerful tool that allows businesses to create new value through improved client engagement and deeper customer engagement.
Petrova said that the new ad is a GMS proprietary technology. Patents are pending. Currently it can only be implemented on GMS’s platform. AdSpark in the Philippines, a leading ad technology company, was its first customer. Globe, a telecommunications provider with over 90,000,000 subscribers, deployed it for the first time.
Soon, campaigns with brands and other partners will be launched. GMS is expecting its feature to become available to a variety of marketers, agencies, brands, and publishers through strategic partnerships, she said.
“We see it as being as important as the advent or video ads, or programmatic advertising. Petrova said that the new tool is a significant shift, and it’s the first time brands have been able to engage with their audience directly in an ad.
Priority is given to phased rollout over rapid deployment
AI is new, the product is new, and there needs to be seamless collaboration among multiple players — marketers, brands, publishers, and the GMS team, among other considerations.
GMS had to make the difficult decision of declining some requests for immediate implementation, especially in time-sensitive situations like Black Friday.
“While we appreciate the enthusiasm for our project, it’s important to us that this experience is as innovative and responsible as possible. To achieve this, a phased implementation will be necessary,” she said.
This is an important approach because the new technology has transformed advertising. She added that the ultimate goal was to have brands, publishers and agencies as well as adtech providers benefiting from Generative Ads.
“Adoption covers so much — from changing mindsets around what ads can do to educating brands and consumers on how to interact with this new format. Petrova remarked that the concept of an advertisement answering questions directly in real-time is a very new one, and it will take a while for users to grasp its potential.
What is Interactive AI Advertising?
The responsible scaling approach is the main reason why the interaction between the bot and the shopper takes place in this initial phase through a texting box.
Petrova assured “Voice is the next step, and it will come soon.” “Another factor that needs to be considered is customer adoption. At the moment, almost no one is aware of their ability to talk through ads, whether it’s text or voice. “It is a gradual launch, but it’s a very exciting one,” said she.
The format is great for retail. The customer journey is simplified and shortened by Generative Response ads. It is effective wherever customers are looking for immediate answers and seamless pathways to action. This makes it a great fit for any business, regardless of size or industry.
The ad will be more effective if you answer questions directly. This eliminates clicks that are not necessary and helps shoppers make decisions quicker. This can help with finding the correct size, checking availability or learning more about product details.
The system also sends standard performance metrics such as impressions and clicks, along with an anonymous log of questions from customers. According to Petrova, these logs give insight into what customers are most interested in.
No Tech Skills Required
It was the intention to create Generative Response Ads that non-technical users would be able to quickly and easily build the ads. In most cases no integrations will be required.
It all depends on the information that marketers wish to have their AI models know. Petrova explained that, if the goal is to use data from CRMs or other systems to achieve specific goals, integration options are available.
A brand-specific AI is used to power the interaction. This model is designed to reflect a brand’s style, voice and facts.
“Once the AI-model is ready, seamlessly integrate it into a banner advertisement. This integration allows for the interaction to take place directly in the ad, eliminating the requirement for additional platforms or installations on site. Cloud-delivered technology makes it easy and efficient to use across campaigns.” She explained.