Can consumers tell the difference between human and AI-generated advertisements, and does this perception affect the efficacy of the ad?
Can consumers tell the difference between human and AI-generated advertisements, and does this perception affect the efficacy of the ad?
By spring of 2024, global corporate adoption of generative artificial intelligence (AI) has reached almost three-quarters of surveyed companies, with notable representation in the marketing industry. Leading advertisement agencies like Omnicron, Publicis Group, WPP, and IPG have formed strategic ventures with technology firms like Microsoft, Nvidia and Google to invest further into AI, and AI advertising grew. In this research-based note, students are tasked with exploring the impact of gen AI on the advertising industry. In particular, they will discuss whether AI-generated ad can outperform human-generated ads and how AI can be effectively incorporated into content creation process.
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