Making AI-Driven Creative Less Creepy and More Trustworthy

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Summary

One might expect consumers to respond differently to ads created using artificial intelligence. But what’s behind these differences? Using multiple scales, a new study examines various factors that drive people’s reactions. Its findings can inform smart AI-ad creation and strategies.

ad creative
AI/ML
big data
effectiveness

Linwan Wu (linwanwu@mailbox.sc.edu) is an assistant professor at the University of South Carolina School of Journalism and Mass Communications. His research focuses on advertising psychology and communication technology.

Taylor Jing Wen (jwen2@mailbox.sc.edu) is an assistant professor at the University of South Carolina School of Journalism and Mass Communications. She conducts research in consumer psychology and media effects in the context of marketing, health and risk communications.