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Summary
Generative AI is opening new possibilities for hyper-personalized advertising, including the ability to create AI-generated faces that closely resemble individual consumers. But how similar is too similar? This Journal of Advertising Research study finds that while moderate facial resemblance can improve advertising effectiveness, excessive similarity may backfire. The research introduces a new framework for measuring facial similarity and identifies an optimal personalization threshold that maximizes purchase intentions while avoiding consumer discomfort and resistance.
