AI-generated advertising promises scalable personalization—but how much is too much? This study explores how different levels of personalization in AI-generated ads influence consumer attitudes. Through a series of experiments, the authors identify an inverted U-shaped effect: while moderate personalization enhances ad effectiveness, excessive tailoring can lead to consumer discomfort, triggering concerns about manipulation and privacy. The findings provide timely guidance for marketers navigating the trade-offs of hyper-personalized messaging in the age of generative AI.
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With generative AI tools like ChatGPT and Midjourney rapidly entering the advertising toolkit, the creative landscape is shifting. This study explores how advertising professionals perceive and use these technologies, where friction arises and what the future of human-AI collaboration in advertising might look like. Drawing on qualitative interviews and industry surveys, the paper offers a nuanced view of both enthusiasm and anxiety within the creative community—and sets a research agenda for the field.
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On January 16, we kicked off our AI Series while exploring what AI means for consumers, advertisers, and the rapidly evolving marketplace. Attendees gained access to new research, perspectives, and practical guidance for staying ahead. Panelists dove into actionable strategies for the future of shopping and unveiled Kantar’s groundbreaking “Human-Plus” framework — a human-centric perspective on AI that anticipates consumer needs, marketing opportunities and investment strategies.
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An academic paper in the JAR confirms that older consumers (50+) respond better to ads with rational rather than emotional appeals. It rejects conclusions based on Socioemotional Selectivity theory.
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