An Exploratory Research on Using Generative AI to Generate Print Ads

Li Xiao (), Xinlan Li () and Jiuming Ge ()
Additional contact information
Li Xiao: Fudan University
Xinlan Li: Fudan University
Jiuming Ge: Zuo Ming You Li Advertising Company Ltd

Customer Needs and Solutions, 2025, vol. 12, issue 1, No 1, 15 pages

Abstract: Abstract The application of generative AI (GenAI) in the realm of advertising has seen a remarkable uptick, driven by its capacity to amplify the creative process. In the field of advertising, myriad GenAI tools are being deployed to develop ad copy and create visually engaging graphics. In this research, we explore the capabilities of GenAI tools, particularly OpenAI's ChatGPT 4, released in March 2023, to generate print ads. Synthesizing insights from the advertising literature, ChatGPT responses, and human professionals, we developed prompts for ChatGPT 4, which then generated print ads for three different ad contexts. Ads developed by GenAI and humans were evaluated by advertising professionals for creativity, and by consumers for advertising effectiveness. The results show that the performance of ads developed by GenAI and humans is comparable, especially when ad designs are relatively simple and straightforward; however, when ad designs are more complex than mere product and brand displays (e.g. by incorporating humor), results are mixed: GenAI generated ads are generally evaluated by ad professionals as inferior in terms of creativity, but as having mostly comparable, and sometimes even superior, advertising effectiveness performance relative to ads developed by humans in the consumers’ eyes. Overall, GenAI tools can significantly aid the ad development process, especially in the initial stages, by fostering divergent thinking and identifying and clarifying client objectives and requests by rapidly and cost-effectively generating numerous ad concepts. Such tools may add substantial value for advertising agencies and could potentially replace entry level creative workers. However, GenAI tools must be used with caution to avoid potential pitfalls such as fabrication and copyright and intellectual property infringement.

Keywords: Generative AI; ChatGPT; Ad copy generation; Advertising; Print ad (search for similar items in EconPapers)
Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40547-024-00152-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:custns:v:12:y:2025:i:1:d:10.1007_s40547-024-00152-3

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/40547

DOI: 10.1007/s40547-024-00152-3

Access Statistics for this article

Customer Needs and Solutions is currently edited by Min Ding

More articles in Customer Needs and Solutions from Springer, Institute for Sustainable Innovation and Growth (iSIG)
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().