This is not surprising, considering that my research over the past two years has shown that consumers generally cannot distinguish between materials created using generative AI and those created by humans, and the technological solutions available on the market are giving increasingly realistic-looking effects. The fear of any manipulation or potential misleading is very strong
– says Dr Dominika Kaczorowska-Spychalska, Associate Professor at the University of Lodz.
Interestingly, on the one hand, consumers underline that what is important to them is not the way in which advertising materials are prepared, but whether they provide information on the key features of the advertised product, its ability to meet identified needs, and whether they evoke positive associations. At the same time, however, only one in three respondents considers the use of GenAI tools and systems in the process of creating advertising materials to be ethical.
The current way of perceiving the use of this technology in advertising is undoubtedly influenced by, among other things, the widely discussed aspects of the social impact of this technology. This applies to changes in the labour market, emerging opinions on the need for potential protection of creative professions from the impact of AI, provisions of regulations such as the AI Act or the general social opposition to excessive replacement of humans by artificial intelligence
– adds Dr Dominika Kaczorowska-Spychalska Associate Professor at the University of Lodz.
Will advertising materials created using generative AI influence the purchasing decision-making process? Will they be attractive in the opinion of consumers? What will determine their social acceptance? These are some of the questions that Dr Dominika Kaczorowska Spychalska, Associate Professor at the University of Lodz tries to answer in the article "GenAI w reklamie. Czy to początek twórczej rewolucji?" [GenAI in advertising. Is this the beginning of a creative revolution?]. The article has just been published in the current issue of the "Marketer+" magazine, which is addressed to managers and marketing specialists.
Edit: Communications and PR Centre, University of Lodz