In an era where consumer attention is fleeting and creative quality can make or break a campaign, Mininglamp Technology has unveiled AdEff, a next-gen AI-powered ad testing platform designed to revolutionize how global marketers evaluate and optimize ads.
Announced at ESOMAR’s “Renewal Tour 2025” in Singapore, AdEff promises near-instantaneous predictions of consumer reactions using advanced AI architectures—namely, a proprietary Hypergraph Multimodal Large Language Model (HMLLM) and Mixture of Experts (MoE) systems. The Beijing-based BI and AI innovator says the platform dramatically cuts both the time and cost of ad testing, bringing what was once a weeks-long, expensive process into a matter of minutes.
Why It Matters: Ad Testing Enters the AI Fast Lane
The advertising industry has long relied on traditional research methods—think EEG scans, eye-tracking, focus groups—that are expensive, slow, and often limited by sampling bias. As generative AI evolves, particularly in multimodal understanding, it’s unlocking new efficiencies in marketing that weren’t possible even a year ago.
Peking Tan, VP of Mininglamp and head of the AdEff team, summarized it succinctly:
“GenAI will unleash a productivity boom in marketing… The launch of AdEff marks a significant breakthrough for global marketing vertical large language models in content measurement.”
With GenAI-generated content exploding, brands now face a paradox of abundance—too much content to test, and not enough time. That’s where AdEff steps in.
Inside AdEff: AI Meets Human-Like Intuition
What makes AdEff compelling isn’t just speed—it’s the depth of insight. Built on Mininglamp’s HMLLM, the system doesn’t merely process language or visuals. It’s designed to interpret subjective human responses, drawing on over a decade of neuroscience research, 100,000+ real-world user tests, and a massive creative dataset.
Mininglamp claims AdEff is the first system globally to bridge the gap between ad performance data and the emotional and cognitive responses of consumers using AI. That’s no small feat, and its technical foundation backs it up:
- Hypergraph reasoning enables AdEff to correlate non-standard data like EEG and eye-tracking with semantic meaning.
- Multimodal MoE routing dynamically selects expert models for specific domains, improving prediction accuracy across diverse ad formats.
This means advertisers get not just a score or a heatmap, but actionable insights like “which visual element is causing drop-off” or “what emotional tone improves recall.”
Global Rollout and Use Cases
AdEff is now available for free global trials via AdEff.com, and it’s targeting a broad swath of users—from enterprise CMOs and ad agencies to creative directors and product marketers.
Initial use cases include:
- Ad pre-testing: Evaluate creatives before big-budget launches.
- Variant selection: Rapidly compare A/B/C versions across multiple demographics.
- Content optimization: Receive AI-driven suggestions to boost completion rates or emotional engagement.
But Mininglamp isn’t stopping at ads. The roadmap includes expanding AdEff’s capabilities to assess brand-generated content, including short-form videos and UGC-style media, all while localizing the platform into more languages and regions.
Competitive Landscape: A High-Tech Arms Race
AdEff enters a market increasingly crowded with AI-driven marketing tools—OpenAI’s ChatGPT enterprise integrations, Adobe’s Sensei for creative workflows, and startups like Pencil and CreativeX pushing AI into creative testing.
What differentiates AdEff is its science-heavy backbone and specialization in ad psychology, especially in understanding subconscious reactions through multimodal data. It’s not just an AI tool; it’s an attempt to digitize decades of marketing science into an always-on, real-time system.
What’s Next: AI That Thinks Like a Marketer
Mininglamp envisions AdEff becoming a fully collaborative creative assistant. Future updates will include:
- Enterprise customization via integration with internal knowledge bases
- Enhanced MoE model training using domain-specific datasets
- Stronger benchmarking across different cultural and linguistic environments
And perhaps most critically, a shift toward multi-agent collaboration, where AI doesn’t just analyze but co-pilots the entire campaign lifecycle—from ideation to iteration to rollout.
As brands scramble to keep pace with content velocity and precision marketing, tools like AdEff may be the new standard in creative intelligence.
