Mininglamp Technology Launches AdEff Globally
AdEff is a multimodal GenAI-powered ad testing tool that predicts ad performance using LLMs, EEG data, and expert models for faster optimisation decisions.
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At “Renewal Tour 2025” Singapore, hosted by ESOMAR, Mininglamp Technology has launched AdEff – an AI-powered global ad testing and optimisation product.
Developed on Mininglamp’s proprietary Hypergraph Multimodal Large Language Model (HMLLM), AdEff features a collaborative architecture combining large language models (LLM) and Mixture of Experts (MoE) models. It can rapidly and accurately predict consumer’s subjective responses to ads and the effectiveness of ads, and provide optimisation recommendations.
Peking Tan, Vice President of Mininglamp Technology, said, “GenAI will unleash a productivity boom in marketing, leading marketing to a new paradigm. More and more branded content will be generated, and quickly evaluating and screening high-quality content will become a challenge.”
“The launch of AdEff marks a significant breakthrough for global marketing vertical large language models in content measurement scenarios, also representing the future development direction of ‘multi-agent collaboration’ in marketing services.”
“Through innovation, AdEff solved the challenges of long time and high cost that businesses face during ad testing and optimisation, providing the creative industry with a new productivity tool.”
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In the future, upholding its mission to make content measurement faster, more cost-effective, and more brand-relevant, AdEff will expand its measurement scope to include more brand-generated content. Peking Tan also announced that AdEff will be available globally for trial use.
Generative AI, especially the rapid advancement of multimodal LLMs in predicting human responses, has brought new possibilities to creative testing. AdEff is developed with this new technology.
AdEff is built on Mininglamp’s ongoing research in large language model (LLM) technology. On the one hand, HMLLM, the technological foundation of AdEff, integrates non-standard modalities such as EEG and eye-tracking. By bridging the semantic gap between multiple modalities through hypergraphs, it enhances logical reasoning and insight capabilities across multimodalities.
On the other hand, Mininglamp’s proprietary multimodal MoE architecture also ensures AdEff’s accurate prediction. By dynamically routing tasks to domain-specific expert models, AdEff can subjectively understand human feelings and objectively uncover correlations within multimodal data.
Together with judgments and analyses, it helps customers make faster decisions.
AdEff is the latest implementation of GenAI and Agents in the marketing services field, representing the future of marketing tools. Peking Tan said AdEff will continue to strengthen its efforts in brand content measurement types, technology optimisation, customisation, and global ecosystem expansion.
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