How Consumers Perceive AI-Generated vs Human Created Brand Visuals
How Consumers Perceive AI-Generated vs Human Created Brand Visuals

Author(s): Adriyan Dinev
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Generative AI; advertising; brand banners; brand communication; consumer perception
Summary/Abstract: Generative Artificial Intelligence is progressively utilized to enhance many functions throughout the business world. Marketing and communication are no exception to this. Technology is improving constantly, which is also raising a question on how the consumer's perceive visual banners created by generative AI compared to the ones created by humans. This paper reports an experimental study that compares two banner advertisements for FMCG brand – one created by the company's creative staff and the other generated using ChatGPT and DALL·E. The study utilizes three recognized measuring scales: perceived authenticity, brand identity clarity, and consumer engagement. The objective is to investigate the impact of algorithmically generated visual advertising on consumer perception and emotional response in B2C brand communication in Bulgaria. The research delivers factual insights into the changing use of AI in advertising. It also presents practical recommendations for marketers and businesses adapting to hybrid creative approaches.

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