Toluna launches AI platform for creative testing
29 October 2025
Toluna has introduced ACT Instant AI, an advertising testing feature fueled by the company's synthetic personas. The goal: give brands and creative teams fast reads on what works, why it works, and how to scale it across markets and formats-then keep learning from every campaign.
What ACT Instant AI does
The tool connects ad evaluations to historical benchmarks and persona-level insights, generating human-like responses built from anonymised first-party data and attributes from Toluna's global panel. It can also react to dynamic stimuli like TV spots and online video, and personas can be configured to match your sample needs.
- Test concepts, edits, or storyboards across multiple markets and formats
- Compare results against historical benchmarks to gauge strength and risk
- Get persona-driven feedback that reads like real people
- Stimulus support for video (TV and online)
- Build personas that mirror your target audience
Why it matters for creatives
- Pressure-test hooks, openings, and CTAs before going live
- Prioritise concepts based on predicted resonance by audience
- Adapt edits for different channels without guessing
- Turn each test into a reusable learning for the next brief
How to plug it into your process
- Use it early on scripts and mood cuts to spot weak spots fast.
- Run A/B persona reads to shape message and pacing for key segments.
- Check video variants (6s, 15s, 30s) for attention and clarity before final mix.
- Roll insights into a living creative playbook-benchmarks, best hooks, and proven cues.
Quote: "By enabling creative intelligence, we're giving brands a way to turn every campaign into a building block for future success." - Frédéric-Charles Petit, chief executive at Toluna
Data and quality considerations
Synthetic personas are built from anonymised first-party data and panel attributes, which helps with speed and scale. For high-stakes campaigns, pair synthetic reads with a small live audience check to validate key decisions before heavy media spend.
Learn more at Toluna. If you want to upskill your team on AI-driven testing and creative workflows, see this curated list of AI courses by job.
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