Advertising is a combination of art and science, and for a small business in competition with major brands, it can be difficult – and expensive – to develop advertisements that connect with consumers. But a team of researchers led by a professor from Virginia Commonwealth University has developed a method of using artificial intelligence in the creation of ads, which could help level the rules of the games for companies and lead to more targeted marketing for consumers.
Visual stimuli, such as color and size, are used in the vast majority of marketing experiences to reveal how consumers think and behave, says César ZamudioPh.D., Associate Professor at the VCU School of Business and specialist in marketing analysis. “But for decades, the researchers had trouble creating high quality advertising images for experiences – they looked unprofessional or were too expensive to do.”
In a recent article In the Journal of Advertising, which examines theory and practice in the field, Zamudio and the co-authors Meg Michelsen, Ph.D., of Longwood University and Jamie L. Grigsby, Ph.D., of the Missouri State University explored Iigenai. Generative image artificial intelligence allows faster and less costly production of visual stimuli compared to the stimuli generated by the researcher.
The authors have an increase – rapid artificial intelligence stimuli for experiences – as a new methodology to generate AI stimuli, which requires no programming and is based on commercial available tools. “The increase generates advertising images quickly, at a lower cost and the same quality or higher – as advertisements created traditionally,” said Zamudio.
The authors conducted five studies in which nearly 1,800 participants were exposed to visual stimuli generated using an increase and an Igenai as well as stimuli generated by researchers. The results showed that participants could not differentiate themselves between them, even over time and money considerably spent on the AI method.
ZAMUDIO said the increase can help companies test and refine visual announcements, data focused on more specific results more quickly.
“”Instead of spending weeks and thousands of dollars in advertising visuals, managers can use AI to generate high -quality sketches in a few minutes, allowing teams to focus on what really matters – strategy, narration and brand creation, “said Zamudio, noting that small businesses can also generate better advertisements without starting major agencies.
And for everyday consumers, “it could lead to more relevant and personalized advertisements-those that closely correspond to their interests instead of feeling generic or intrusive,” he said.
While AI becomes a more important tool in advertising and other elements of society, the prospect of such personalization raises notable questions.
“How can we make sure that the content generated by AI remains transparent, fair and responsible?” Said Zamudio. “I am not only a researcher – I am a consumer and a citizen too. This is why when we have developed an increase, we have carefully examined these problems, offering four IA guarantees – a structured approach to the advertisements generated by AI which guarantees that we preserve the human element and defend ethical standards while we enter an IA -focused advertising era. “
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