The "Artificial Creativity" project: A report on the largest study to date on unlocking the hidden emotional vehicles that drive customer connection and sales

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Preface

Can artificial intelligence identify the most impactful creative techniques and tactics? Is this a new path to boost the effectiveness of advertising? There is an obvious gap between research insights and creative execution. Assessing the tools and techniques used by creative people could close this gap. After an exhaustive study involving over 10,000 ad assessments and using 150,000 CPU hours, we know the answer. Our study provides a new level of evidence on the DNA of successful advertising.

The motivation

Countless studies show that the money spent for advertising itself only explains 30% of market impact (ARF 2016). The...

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