Programmatic creative: AI can think but it cannot feel

Authors

Marat Bakpayev, University of Minnesota-DuluthFollow
Tae Hyun Baek, University of KentuckyFollow
Patrick van Esch, Auckland University of Technology
Sukki Yoon, Bryant UniversityFollow

Document Type

Article

Keywords

artificial intelligence; emotional; rational; hedonic; utilitarian; programmatic creative

Identifier Data

https://doi.org/10.1016/j.ausmj.2020.04.002Get

Publisher

Elsevier

Publication Source

Australasian Marketing Journal

Abstract

The authors conduct two studies to examine artificial intelligence (AI) in creative programmatic contexts. Findings indicate that consumers have equally favorable attitudes toward human-created and AI-created cognitive-oriented advertising, but form lower evaluations of AI-created emotion-oriented creative content. Programmatic creative ads are effective for rational appeals and utilitarian products, but are ineffective for emotional appeals and hedonic products. The studies indicate that human rather than AI input is needed for creating emotion-oriented advertisements.