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<p>This study examines how people perceive text-to-image technology in advertising, with a focus on the use of AI-generated hand images. The main objective is to explore how demographic factors influence people’s perceptions of advertising visuals created by generative AI. The study used a quantitative survey method with a five-point rating scale. Data were collected from 400 participants who had viewed the advertising images. Descriptive statistics were used to summarize the variables, and inferential statistics, including t-tests and F-tests, were used to test the research hypotheses. The results show that most participants were female, aged between 18 and 25, and held a bachelor’s degree. Many respondents lived in Bangkok or the central region. Overall, participants had a very high level of perception toward AI-generated advertising images, with an average score of 4.00. The information perception score was the highest at 4.06, followed by the identification score at 3.93. The persuasion score was also high at 3.67. Statistical analysis found no significant differences in perception across demographic groups at the 0.05 significance level.</p>

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The perception of technology and the efficacy of communication in advertising images created by generative AI: a case study on hand talent

  • 期刊论文

  • 发表日期：

    2026年4月21日

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  • Athip Techapongsatorn,
  • Saroj Waikongkha,
  • Khuanchart Dasa,
  • Chutisant Kerdvibulvech

摘要

This study examines how people perceive text-to-image technology in advertising, with a focus on the use of AI-generated hand images. The main objective is to explore how demographic factors influence people’s perceptions of advertising visuals created by generative AI. The study used a quantitative survey method with a five-point rating scale. Data were collected from 400 participants who had viewed the advertising images. Descriptive statistics were used to summarize the variables, and inferential statistics, including t-tests and F-tests, were used to test the research hypotheses. The results show that most participants were female, aged between 18 and 25, and held a bachelor’s degree. Many respondents lived in Bangkok or the central region. Overall, participants had a very high level of perception toward AI-generated advertising images, with an average score of 4.00. The information perception score was the highest at 4.06, followed by the identification score at 3.93. The persuasion score was also high at 3.67. Statistical analysis found no significant differences in perception across demographic groups at the 0.05 significance level.