The landscape of advertising creative testing is being redefined by artificial intelligence. Toluna, a global insights leader, has announced the launch of ACT Instant AI, a breakthrough ad-testing solution that leverages synthetic personas to deliver superior quality, speed, and scale. This new tool transforms ad testing into an always-on capability, enabling advertisers to make confident, data-driven creative decisions in minutes.
Toluna has launched ACT Instant AI, an AI-powered ad-testing solution.
The tool uses over one million synthetic personas for real-time, human-like responses.
It delivers predictive ad-testing outputs with transparent results in minutes.
Each test feeds a brand's continuous learning system for ongoing creative intelligence.
It provides insights across nine KPIs to predict breakthrough and emotional resonance.
The solution is fully integrated into the self-serve Toluna Start platform.
ACT Instant AI goes beyond traditional testing by introducing a new level of decision intelligence for creative development. Each test contributes to a brand's own continuous learning system, building creative intelligence over time. By connecting ad evaluations to historical benchmarks and synthetic persona insights, the platform helps advertisers understand not just what works, but why it works, enabling them to scale success across different markets and ad formats.
The solution is built on Toluna's Synthetic Personas, a database of over one million unique respondents available in 15 markets and 9 languages. Each persona is created from anonymized first-party data and the attributes of Toluna's global panel of 79 million people, ensuring predictive accuracy. These personas can 'see', 'hear', and react to dynamic stimuli like TV ads through the lens of their distinct character composition, delivering higher fidelity outputs and richer insights for decision-making.
Frédéric-Charles Petit, CEO of Toluna, described the launch as a pivotal moment, stating, “The launch of ACT Instant AI represents a defining moment for advertisers worldwide. 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.”
For advertisers, the key benefits are significant. They can make confident decisions in minutes with transparent methods, increase testing breadth and frequency without sacrificing reliability, and see the 'why' behind a score through persona-level insights that predict breakthrough, response, and emotional resonance.
This launch marks a major advancement in Toluna's multi-year AI strategy, fully integrating this new capability into the Toluna Start platform. It provides a seamless, self-serve path for brands to adopt a beyond-limits approach to market research, where creativity, speed, and confidence are fundamentally unlimited.
Toluna is the global research and insights leader that enables businesses to make smarter, data-driven decisions – faster. For 25 years, we have partnered with the world’s leading brands, delivering transformative impact through our advanced technology platform, comprehensive solution portfolio, expansive global first-party panel, and world-class team of leading research experts. Since 2019, we’ve made significant investments in artificial intelligence to enhance automation, accelerate insight delivery, and unlock deeper understanding at scale. With 40+ offices worldwide, Toluna operates in 70+ countries, redefining the future of insights.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.