Audience perceptions of authenticity and engagement of marketing advertisements created by human and artificial intelligence
Lopez Diaz, Hugo Alejandro (2025)
2025
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111928534
https://urn.fi/URN:NBN:fi:amk-2025111928534
Tiivistelmä
The increasing in the use of Artificial intelligence tools by the public in different industries including marketing has raised questions about how people perceive content written by AI in comparison to humans.
The thesis research work analysed the perception by a general audience of a series of text advertisements created by different sources including Artificial intelligence. The research was supported by a literature review on articles ranging from general Artificial Intelligence topics, the use of AI in marketing and the impacts of AI in the creative process.
This was implemented via a quantitative and qualitative analysis with the data gathered from two online surveys in Finland and Mexico. The surveys included ads written by either a human copywriter, human but afterwards enhanced by AI and fully created by Artificial Intelligence. The goal of the exercise was to assess if the participants could identify accurately the author of each advertisement alongside the factors that had an influence on their decisions.
The 59 participants gave basic information regarding their background and exposure to Artificial Intelligence, evaluated and identified the authors of three advertisements. Afterwards, the respondents were tasked to explain their reasoning and give feedback on the exercise.
Respondents had an accuracy of approximately 40-50% when distinguishing the between human or AI-generated text. The most common reasoning factors chosen by the participants were tone and emotion, followed by semantics. Interestingly, the respondents with the highest reported AI usage had the lowest accuracy compared to the ones with less exposure. The qualitative feedback from the participants revealed that some of them saw AI as a tool to enhance productivity in marketing while others warned of AI hindering human creativity.
The findings of the analysis suggest an increased on how the line between human and AI-generated is being blurred. The audience from the surveys leaned towards emotional engagement more than the authenticity of the ads. The analysis concludes that Artificial intelligence should be seen as a tool to support creativity instead of a replacement for human originality.
The thesis research work analysed the perception by a general audience of a series of text advertisements created by different sources including Artificial intelligence. The research was supported by a literature review on articles ranging from general Artificial Intelligence topics, the use of AI in marketing and the impacts of AI in the creative process.
This was implemented via a quantitative and qualitative analysis with the data gathered from two online surveys in Finland and Mexico. The surveys included ads written by either a human copywriter, human but afterwards enhanced by AI and fully created by Artificial Intelligence. The goal of the exercise was to assess if the participants could identify accurately the author of each advertisement alongside the factors that had an influence on their decisions.
The 59 participants gave basic information regarding their background and exposure to Artificial Intelligence, evaluated and identified the authors of three advertisements. Afterwards, the respondents were tasked to explain their reasoning and give feedback on the exercise.
Respondents had an accuracy of approximately 40-50% when distinguishing the between human or AI-generated text. The most common reasoning factors chosen by the participants were tone and emotion, followed by semantics. Interestingly, the respondents with the highest reported AI usage had the lowest accuracy compared to the ones with less exposure. The qualitative feedback from the participants revealed that some of them saw AI as a tool to enhance productivity in marketing while others warned of AI hindering human creativity.
The findings of the analysis suggest an increased on how the line between human and AI-generated is being blurred. The audience from the surveys leaned towards emotional engagement more than the authenticity of the ads. The analysis concludes that Artificial intelligence should be seen as a tool to support creativity instead of a replacement for human originality.