Season 6, Episode 21: Does GenAI outperform humans with ad creative production? (with Anindya Ghose and Vilma Todri)

In this episode of the Mobile Dev Memo Podcast, host Eric Sufert interviews Vilma Todri and Anindya Ghose about their paper, "The Impact of Visual Generative AI on Advertising Effectiveness." The discussion covers the four research questions explored in the paper, including whether Gen-AI modified and created ads outperform human-created ads, how Gen-AI affects product packaging, and if AI disclosure matters. The researchers used a mixed-method approach, combining observational studies, lab experiments, and field testing with Google's DisplayAd campaign. The findings reveal that Gen-AI created ads outperform human expert or AI-modified ads, especially when AI designs the product packaging, but disclosing that ads are AI-generated reduces click-through rates. The conversation also explores the nuances of creative constraints and the implications for marketing professionals.