The Impact of Artificial Intelligence on the Effectiveness of Banner Advertising in Digital Marketing
The Impact of Artificial Intelligence on the Effectiveness of Banner Advertising in Digital Marketing

Summary/Abstract: The rapid adoption of Artificial Intelligence is transforming banner advertising through automated creative production, while prior research also emphasizes privacy and ethical risks that may weaken consumer trust. This study examines whether advertising formats created by Artificial Intelligence can achieve effectiveness in comparison to formats designed by a human. The primary objective is to assess the effectiveness of various Internet advertising formats produced by Artificial Intelligence and a real human for a platform, with the goal of registering new users. A controlled field comparison was implemented on Meta Ads across Facebook and Instagram. Four ad sets were run for ten days using the same creative brief. Two banners were generated with Midjourney and two were designed by a human in comparable square and vertical formats. Effectiveness was evaluated through reach, clicks, spend, click through rate, and cost per click. Results indicate that the Artificial Intelligence creative achieved the strongest reach, whereas the human creatives delivered slightly better efficiency, with differences remaining modest. The study is important because it informs evidence-based decisions about hybrid human and Artificial Intelligence workflows.

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