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<p>Artificial intelligence is revolutionizing advertising, offering fast and cost-effective alternatives to marketing agencies. Text-to-image and text-to-video technologies have emerged as powerful tools, enabling the creation of visually compelling ads with minimal time and cost. Using currently available Ai tools and a professional human benchmark, in several studies, we examine how AI-generated vs. human-made image and video advertisements drive customer engagement. Using both an e-commerce setting and online surveys, results show that AI-generated ads outperformed human-made ads in driving customer engagement for image formats but fell short in video formats. This effect was explained by argument strength. We discuss the implications of our findings for firms and marketing agencies, pointing out the importance of incorporating GAi visuals in their marketing strategies.</p>

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Ai vs. human creativity: the impact of text-to-image and text-to-video ads on customer engagement

  • 期刊论文

  • 发表日期：

    2026年2月9日

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  • Anas El Assadi

摘要

Artificial intelligence is revolutionizing advertising, offering fast and cost-effective alternatives to marketing agencies. Text-to-image and text-to-video technologies have emerged as powerful tools, enabling the creation of visually compelling ads with minimal time and cost. Using currently available Ai tools and a professional human benchmark, in several studies, we examine how AI-generated vs. human-made image and video advertisements drive customer engagement. Using both an e-commerce setting and online surveys, results show that AI-generated ads outperformed human-made ads in driving customer engagement for image formats but fell short in video formats. This effect was explained by argument strength. We discuss the implications of our findings for firms and marketing agencies, pointing out the importance of incorporating GAi visuals in their marketing strategies.