Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.
Member Only Access
This March 7th event, curated by the ARF Cultural Effectiveness Council, explored the topic of authentic representation by sharing research on the current landscape and audience perceptions, as well as research to improve authentic representation in media and advertising.
Member Only Access
Rising costs are an important issue for businesses. Many wonder how they should respond and how customers will react if they say, reduce product quality. Such “skimpflation” can be harder for consumers to detect. However, this Marketing Science Institute (MSI) working paper finds that those who do realize it consider the practice deceptive and unfair. Consumers, it seems, prefer reduced product size (shrinkflation) or increased prices to skimpflation, with price increases the most popular/least unpopular of these options.