AI-enabled format allows consumers to ‘engage’ spot on with ads
AI has been reshaping the way we connect, collaborate, and create value. But with this latest tech innovation, the landscape is ever evolving as well. Hence, thought leaders, innovators, and industry experts believe in unlocking the power of AI to unify platforms, portfolios, and possibilities.
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 in Dec. 2025, 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.
Ride-hailing Apps replacing walking and transit. Need to go somewhere? Just tap and wait. Ride-hailing apps made travel easy, yet they’ve also replaced the casual walks and quick sprints for buses that kept us moving. The phone does the planning, and our legs stay still a little longer each day.
Smart Homes that do every chore for you. From adjusting lights to vacuuming floors, smart homes remove almost every small task from your hands. Each command you give takes away another moment of movement, slowly trading effort for ease while technology quietly runs your daily routine.
Online Shopping ending physical store visits. Scrolling through endless products has replaced weekend mall trips. With deliveries arriving faster than ever, errands require only a screen and a thumb. It’s efficient, sure, but those spontaneous strolls through aisles now belong to another era of effort.
Endless Streaming encouraging sedentary binge habits. The streaming platforms make it too simple to stay glued to the couch. When the next episode plays automatically, self-control fades. Hours slip by while the screen glows, and we sit motionless, hypnotized by entertainment that never asks us to move.
GPS Navigation weakening our sense of direction. Once, exploring new routes sharpened our memory and intuition. Now, GPS guides every turn and leaves little need to think spatially. We follow the screen instead of our instincts by trusting algorithms over awareness. Over time, even familiar paths can feel strangely foreign without digital guidance.
Motorized Shopping Carts in stores. People who can walk fine are now riding motorized carts through grocery stores just to avoid the effort. The accessibility tool has become a convenience vehicle for anyone who doesn’t feel like pushing a cart. Walking through aisles is apparently too much work now.
Remote Work reducing daily physical movement. Home offices bring comfort but shrink our range of movement. The walk to a car or office hallway becomes a few steps to the desk. Days pass between stretches, and the body learns stillness as a new routine. Efficiency comes, but so does physical inertia.
Social Media replacing in-person human interaction. Scrolling feels social, though we’re alone most of the time. Conversations have turned into comment threads, and gestures into emojis. The effort to meet and talk fades as quickly as messages fill the gap once held by genuine connection.
Electric Scooters for two-block trips. Electric scooters litter sidewalks so people can avoid walking distances they could cover in three minutes. A quick stroll to the coffee shop now requires renting a ride. Cities are full of people zipping past on scooters for trips that barely qualify as exercise.
Reference: 20 Ways Tech Is Making Us Lazier By The Day
Nikko Acosta, president and CEO of BCHI, said: “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.”
Brave Connective Holdings Inc. (BCHI), the marketing tech group behind AdSpark, said the advertising innovation was piloted with Globe Platinum. BCHI operates under 917Ventures, the corporate venture arm of the Globe Group, which also runs one of the Philippines’ largest telco firms.
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% of Filipinos are frustrated with scripted chatbot responses, while 44% 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. 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.
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.
Adspark was also recognized for Excellence in Mobile Marketing for its work with Singlife Philippines and Excellence in Performance Marketing for Globe Broadband, cementing its reputation in delivering standout campaigns in a digital era.
Reference: AI-powered tool lets consumers ‘talk’ to ads
