Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Linwan Wu and Taylor Jing Wen

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.
Wu and Wen

MANAGEMENT SLANT

  • Emphasizing the objective process of advertisement creation, such as AI creating advertisements based on a systematic analysis of existing commercials, may attract more favorable consumer responses to AI-created advertisements.
  • Because consumers’ uncomfortable feelings about robots or related technologies may both benefit and jeopardize the effectiveness of AI-created advertisements, advertisers need to understand their target audience’s opinions of robots or technologies with intelligence to develop appropriate strategies of AI advertising.
  • Advertisers are not suggested to invest in personifying the AI programs for advertisement creation, as consumer perceptions of how AI is like a human...

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