Toluna Launches ACT Instant AI to Transform Ad Testing
ACT Instant AI transforms ad-testing into an always-on capability that produces trustworthy, transparent, and predictive outputs in minutes, enabling advertisers to adopt AI-driven testing confidently and broadly.
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Toluna has announced the launch of ACT Instant AI, an AI-powered ad-testing solution that delivers quality, speed, accessibility, and scale for advertisers, dramatically expanding testing opportunities across markets and formats.
ACT Instant AI transforms ad-testing into an always-on capability that produces trustworthy, transparent, and predictive outputs in minutes, enabling advertisers to adopt AI-driven testing confidently and broadly.
More than a testing solution, ACT Instant AI introduces a new level of decision intelligence for creative development. Each test feeds a brand’s own continuous learning system, helping to build creative intelligence over time.
By connecting every ad evaluation to historical benchmarks and synthetic persona insights, ACT Instant AI enables advertisers not only to know what works, but why it works, and how to scale success across markets and formats.
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Built on Toluna’s Synthetic Personas – now more than a million unique respondents available in 15 markets and 9 languages, and continually expanding – ACT Instant AI delivers human-like responses in real time.
Each persona draws from anonymised first-party data and has a life history and validated attributes created from Toluna’s global panel of 79 million people, enabling predictive accuracy at scale.
These category-defining personas, which can be created in real time to match sample needs, ‘see’, ‘hear’, and react to dynamic stimuli like TV ads and online video through the lens of their distinct character composition.
Combined with emotional and rational instincts plus intelligent reasoning, they deliver higher fidelity outputs and richer insight for decision-making.
ACT Instant AI leverages Toluna’s ACT Copy benchmark database – built from thousands of tested ads, format-specific best-practice checks, and ‘why-it-works’ diagnostics – transforming how advertisers evaluate creative.
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With ACT Instant AI, advertisers can:
- Make confident decisions in minutes: access decision-ready outputs with transparent methods and best-practice quality checks.
- Test more, spend smarter: increase testing breadth and frequency without compromising reliability.
- See the ‘why’ behind the score: persona-level insights and nine KPIs predict breakthrough, response, and emotional resonance, helping teams optimise creative performance.
“The launch of ACT Instant AI represents a defining moment for advertisers worldwide,” said Frédéric-Charles Petit, CEO of Toluna. “This is not just transforming how advertisers test creative, it’s transforming how they learn.”
“By enabling creative intelligence, we’re giving brands a way to turn every campaign into a building block for future success. We are empowering brands to move into a beyond-limits era of research where creativity, speed, and confidence go hand in hand and are unlimited.”
As the latest advancement in Toluna’s AI strategy and following the recent expansion of Toluna Synthetic Personas, ACT Instant AI is fully integrated into the Toluna Start platform, providing advertisers with a seamless, self-serve end-to-end path to continuous creative learning and evaluation.
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