The ISEG Research Seminars are back! The first seminar of this new cycle will take place on the 11th September.
Inês Carvalho, from ISEG, will present the paper entitled "Advertising effectiveness of ads written by AI, human, and hybrid human-AI collaboration“.
The seminar will take place from 13.00 to 14.00 in Lecture Theatre 3 (Quelhas, 4th Floor).
Free admission.
Abstract:
We compare the effectiveness of human-generated, AI-generated (ChatGPT), and hybrid promotional texts using the AIEDA model incorporating anticipated emotions from the Model of Goal-Directed Behavior. We applied SEM-PLS and other inferential statistics to analyze whether 455 participants from the UK could differentiate between these texts and compare promotional effectiveness. Respondents were not able to distinguish between the texts. However, the human-generated text was consistently less preferred. Effectiveness perceptions declined as participants suspected AI authorship, regardless of the text's actual source. The AIEDA model incorporating positive and negative anticipated emotions proved to be effective in the three scenarios created.