Cultural Differences in Perception and Engagement of AI-generated Online Ads

This study examines cultural differences in the perception of AI-generated Instagram advertisements between 75 Colombian and 41 Austrian participants. Ads were created using GPT-4 and DALL-E 3 and evaluated based on visual appeal, message clarity, trustworthiness, relevance, and engagement. Results indicate that Colombians found the ads more visually appealing and engaging than Austrians, especially in culturally relevant contexts like skiing and Alpine hotels. Both groups rated clarity and credibility similarly, regardless of cultural context. The study highlights limitations in AI models regarding text-visual integration and overuse of specific terms, suggesting future improvements by integrating text and image generation for enhanced coherence. The findings offer valuable cross-cultural insights, though broader studies with more diverse samples are recommended for a deeper understanding of AI-generated advertising across cultures.