生成式营销的力量:生成式人工智能能创造超人的视觉营销内容吗?

IF 5.9 2区 管理学 Q1 BUSINESS
Jochen Hartmann , Yannick Exner , Samuel Domdey
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引用次数: 0

摘要

生成式人工智能创造逼真图像的能力有可能增强人类的创造力,并颠覆视觉营销内容生产的经济性。本研究系统地比较了人工智能生成的营销形象和人工制作的营销形象在重要营销维度上的表现。首先,我们使用了7个最先进的生成文本到图像模型(DALL-E 3、Midjourney v6、Firefly 2、Imagen 2、Imagine、Stable Diffusion XL Turbo和Realistic Vision),使用2400张真实世界的人造图像作为输入,创建了10320张合成营销图像。对这些图像进行的254,400次人工评估表明,人工智能生成的营销图像在质量、真实感和美学方面可以超越人造图像。其次,我们向受委托的人类自由职业者和人工智能模型提供相同的创意简报,表明最好的合成图像在广告创意、广告态度和迅速跟进方面也表现出色。第三,一项超过17.3万次展示的实地研究表明,人工智能生成的横幅广告可以与专业的人造图片相竞争,其点击率比人造图片高出50%。总的来说,我们的研究结果表明,生成式人工智能带来的范式转变不仅可以帮助广告商更快、更便宜地制作营销内容,而且还可以达到超人的效率水平,这对公司、消费者和政策制定者具有重要意义。为了促进未来对人工智能生成的营销图像的研究,我们发布了GenImageNet,其中包含我们所有的合成图像及其人类评级。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The power of generative marketing: Can generative AI create superhuman visual marketing content?
Generative AI’s capacity to create photorealistic images has the potential to augment human creativity and disrupt the economics of visual marketing content production. This research systematically compares the performance of AI-generated to human-made marketing images across important marketing dimensions. First, we prompt seven state-of-the-art generative text-to-image models (DALL-E 3, Midjourney v6, Firefly 2, Imagen 2, Imagine, Stable Diffusion XL Turbo, and Realistic Vision) to create 10,320 synthetic marketing images, using 2,400 real-world, human-made images as input. 254,400 human evaluations of these images show that AI-generated marketing imagery can surpass human-made images in quality, realism, and aesthetics. Second, we give identical creative briefings to commissioned human freelancers and the AI models, showing that the best synthetic images also excel in ad creativity, ad attitudes, and prompt following. Third, a field study with more than 173,000 impressions demonstrates that AI-generated banner ads can compete with professional human-made stock photography, achieving an up to 50% higher click-through rate than a human-made image. Collectively, our findings suggest that the paradigm shift brought about by generative AI can help advertisers produce marketing content not only faster and orders of magnitude cheaper but also at superhuman effectiveness levels with important implications for firms, consumers, and policymakers. To facilitate future research on AI-generated marketing imagery, we release GenImageNet that contains all of our synthetic images and their human ratings.
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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