Programmatic creative: AI can think but it cannot feel

Volume: 30, Issue: 1, Pages: 90 - 95
Published: Aug 1, 2020
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 Al-created cognitive-oriented advertising, but form lower evaluations of Al-created emotion-oriented creative content. Programmatic creative ads are effective for rational appeals and utilitarian products, but are ineffective for emotional appeals and...
Paper Details
Title
Programmatic creative: AI can think but it cannot feel
Published Date
Aug 1, 2020
Volume
30
Issue
1
Pages
90 - 95
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