The Impact of AI Generated Advertising Content on Consumer Buying Behavior and Consumer Engagement

Ali Ashraf Ratta, Saba Muneer and Dr. Hisham ul Hassan
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Ali Ashraf Ratta: Oktopus Media Group, Pakistan
Saba Muneer: Student Superior University, Lahore, Pakistan
Dr. Hisham ul Hassan: Dr. Hisham ul Hassan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 2, 1152-1157

Abstract: This Study explores the difference between human generated advertising content and the AI generated Advertising content and this research explore the impact on AI generated advertising content on consumer engagement and consumer buying behavior. Qualitative approach used to unveil the perception about AI Generated Advertising content in the perspective of Marketers and AI experts and answer that what is different in humanly created advertising content and Ai generated advertising content. This study elaborates the impact of AIGAC on brands sales volumes and competitive edges. Researcher conducted interviews of marketers and creative directors to explore the phenomenon in their expert opinion. The research work highlights the importance of this emerging tool in industry and its contribution in brand building process specially brand communication strategies. This study discusses the abilities and accuracy of AI in Advertising particularly when we talk about human feelings and emotions. Finally, consumer perception about AI also concluded this study. Researcher found AI generated advertising content more effective than the humanly generated advertising content for Consumer Engagements and Consumer Buying Behavior. AI create more balanced and vibrant combinations in creativity of ads. Researcher finds that AI generated Advertising content will boost sales due to its high appeal of creativity. This study will provide direction to the practitioners for their future strategies regarding brand building, brand communication and Sales strategies. Future researches can get guidelines for their thematic researches.

Keywords: AI Generated Advertising Content; Consumer Engagements; Consumer Intentions; Human Generated Advertising Content; AI abilities; Emotions and Feelings (search for similar items in EconPapers)
Date: 2024
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