Artificial Intelligence vs Human in Advertisement Text Writing
Artificial Intelligence vs Human in Advertisement Text Writing
Author(s): Aykut YILMAZSubject(s): Marketing / Advertising, Human Resources in Economy, ICT Information and Communications Technologies, Business Ethics
Published by: Haci Mustafa Paksoy
Keywords: hAdvertisement; artificial intelligence; consumer involvement; purchase intention,
Summary/Abstract: This research was conducted to compare the effectiveness of human-generated advertisement text and artificial intelligence (AI)-generated advertisement texts. In this context, data were collected by applying a questionnaire to 208 university students using convenience sampling method. In the questionnaire form, consumer involvement and purchase intention scales were included. Two advertising texts produced by AI and the text used in the original advertisement of the company were presented to the participants. They were asked to answer the scale statements for each ad text. Regression analysis was applied on the collected data. According to the results of the analysis, the most effective ad text on the participants is the ad text printed on ChatGPT, even if with a small difference. As a result, AIs have shown close to human-like success in ad text writing despite using limited data. It is thought that the use of AI in ad text writing will bring efficiency and productivity to the sector.
Journal: İktisadi İdari ve Siyasal Araştırmalar Dergisi (İKTİSAD)
- Issue Year: 8/2023
- Issue No: 22
- Page Range: 850-862
- Page Count: 13
- Language: English
