Abstract
This study looks at the success of AI-generated advertisements vs traditional humancreated ads, with a focus on visual perception, audience engagement, and the abilityof AI models like ChatGPT-4 and DALL-E 3 to create visually appealing content. The
study involves creating a series of ads using these AI models, which were then compared
to actual ads using a combination of qualitative and quantitative methodologies. Key
variables, including originality, credibility, visual appeal, and audience engagement, were
evaluated using participant input and statistical analytics.
The findings show that, while AI-generated ads can closely resemble real ads in
some ways, participants were able to discern AI-generated content. Although AI models
have shown a significant ability to create visually appealing advertisements, challenges
remain in maintaining coherence and ensuring the content is effectively aligned with the
desired message. The study also emphasizes the impact of cultural and psychological
aspects in ad perception, implying that, while AI has great promise in digital marketing,
further work is required to bridge the gap between AI and human creativity.
The research presented here contributes to the understanding of AI’s role in modern
advertising by providing insights into the limitations and strengths of AI-generated
material, emphasizing the importance of continual human oversight and iteration to
optimize the effectiveness of AI-driven ad campaigns.
Date of Award | 2024 |
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Original language | English (American) |
Supervisor | Andreas Stöckl (Supervisor) |