Most ads don’t talk. They announce. They broadcast a message, maybe a slogan, sometimes a story, and hope that someone, somewhere, feels something.
But if you strip away everything – every format, every KPI, every platform – what do we humans actually do when we’re curious? We ask.
And then, ideally, someone answers. And it’s one of the most primal, efficient, and emotionally intelligent tools humans have ever developed.
From the earliest trade routes to the latest group chat, conversation has always been the interface. It’s how we learn, explore, negotiate, understand. It’s how we reduce uncertainty.
But it’s also how we buy.
We don’t just receive information.
We interact with it.
We ask for follow-ups.
We steer toward relevance.
We listen, but we also want to be heard.
In an age where people are having real-time conversations with AI, search tools, and voice assistants, most advertising still follows a one-way model:
- Display
- Click
- Redirect
- Repeat
Generative Response Ads are a new kind of ad unit that lets people ask questions and get answers, directly within the ad itself, in real time.
GRAs don’t disrupt behavior. They follow it. Asking questions is how humans already explore.
The search bar, the voice assistant, the chat window, they are all expressions of the same desire:
“I want to know something. And I don’t want to work that hard to get the answer.”
Generative Response Ads meet that moment. They give people a way to interact before they click. They offer relevance and engagement before the landing page.
And they do it using the brand’s own voice, through a structured, intelligent layer we call the Brand Agent.
This isn’t a chatbot in a box. It’s conversation, on-brand, on the fly.
You don’t have to teach people how to use it. Because conversation is already in our human muscle memory. What’s new is that brands are finally learning how to respond in kind.
Generative Ads are about brands being available to customers.
In the moment. In the mindset. In the voice your audience already trusts.
The format has changed. But the instinct behind it is ancient: it’s connecting through a conversation.
And that’s what gives it potential.
