Generative Artificial Intelligence in Advertising
(2024) BUSN39 20241Department of Business Administration
- Abstract
- The integration of Artificial Intelligence (AI) in marketing has garnered significant attention due to its potential to revolutionize content creation and enhance advertising strategies. Despite the enthusiasm surrounding AI tools, concerns persist regarding their impact on brand authenticity and consumer perceptions. The present study aims to deepen the understanding of the influence of AI-generated content in online advertisements on behavioral intention and perception, particularly across different age groups. By examining the causal effect of AI- generated content on purchase intention, exploring age differences, and assessing the role of credibility perception, the research seeks to provide insights into the evolving strategies of... (More)
- The integration of Artificial Intelligence (AI) in marketing has garnered significant attention due to its potential to revolutionize content creation and enhance advertising strategies. Despite the enthusiasm surrounding AI tools, concerns persist regarding their impact on brand authenticity and consumer perceptions. The present study aims to deepen the understanding of the influence of AI-generated content in online advertisements on behavioral intention and perception, particularly across different age groups. By examining the causal effect of AI- generated content on purchase intention, exploring age differences, and assessing the role of credibility perception, the research seeks to provide insights into the evolving strategies of marketers in the digital age. Ultimately, the study aims to address the research question: How does the use of AI-generated content in digital advertising affect consumer purchasing behavior? The study assumes that AI-generated content has a positive effect on purchase intention, with younger age groups possibly reinforcing this effect. Using an online survey with a sample of 282 participants, the study investigates the outlined research question. The findings revealed that there was no difference in the purchase intention between advertisements featuring AI-generated humans and the ones featuring real humans, suggesting that AI-generated content can be applied in advertising without causing lower levels of purchase intention. The analysis also showed that AI-generated humans were perceived as more credible in advertisements than real human beings and that credibility also had a mediating effect on purchase intention. Overall, the study offers first valuable insights into a young, quite unexplored field with high practical relevance for marketers who are integrating AI-generated content into online advertisements. Looking ahead, marketers are advised to remain adaptable and innovative in leveraging AI-generated content for impactful advertising campaigns as technology and consumer preferences continue to evolve. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9165216
- author
- Tischendorf, Anna LU and Brinkmann, Tara LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Artificial Intelligence, Generative Artificial Intelligence, Purchase Intention, Credibility, Marketing, Content Creation, Theory of Planned Behavior
- language
- English
- id
- 9165216
- date added to LUP
- 2024-06-25 13:37:46
- date last changed
- 2024-06-25 13:37:46
@misc{9165216,
abstract = {{The integration of Artificial Intelligence (AI) in marketing has garnered significant attention due to its potential to revolutionize content creation and enhance advertising strategies. Despite the enthusiasm surrounding AI tools, concerns persist regarding their impact on brand authenticity and consumer perceptions. The present study aims to deepen the understanding of the influence of AI-generated content in online advertisements on behavioral intention and perception, particularly across different age groups. By examining the causal effect of AI- generated content on purchase intention, exploring age differences, and assessing the role of credibility perception, the research seeks to provide insights into the evolving strategies of marketers in the digital age. Ultimately, the study aims to address the research question: How does the use of AI-generated content in digital advertising affect consumer purchasing behavior? The study assumes that AI-generated content has a positive effect on purchase intention, with younger age groups possibly reinforcing this effect. Using an online survey with a sample of 282 participants, the study investigates the outlined research question. The findings revealed that there was no difference in the purchase intention between advertisements featuring AI-generated humans and the ones featuring real humans, suggesting that AI-generated content can be applied in advertising without causing lower levels of purchase intention. The analysis also showed that AI-generated humans were perceived as more credible in advertisements than real human beings and that credibility also had a mediating effect on purchase intention. Overall, the study offers first valuable insights into a young, quite unexplored field with high practical relevance for marketers who are integrating AI-generated content into online advertisements. Looking ahead, marketers are advised to remain adaptable and innovative in leveraging AI-generated content for impactful advertising campaigns as technology and consumer preferences continue to evolve.}},
author = {{Tischendorf, Anna and Brinkmann, Tara}},
language = {{eng}},
note = {{Student Paper}},
title = {{Generative Artificial Intelligence in Advertising}},
year = {{2024}},
}