ASSESSMENT OF THE EFFICACY OF ARTIFICIAL INTELLIGENCE-GENERATED VERSUS HUMAN-GENERATED IMAGES IN DIGITAL ADVERTISING

Abstract

In the growing field of online advertising, visual content selection is of great relevance since it directly affects the capacity to draw user attention and induce interaction. The development of artificial intelligence (AI) technology has resulted in the increasing use of AI-generated images for ads together with traditional human-generated images. This paper aims to assess, in the framework of online advertising, especially on Google Ads, the efficiency of AI-generated images against human-generated ones. This study investigates the impact of both picture forms by means of variable analysis including click-through rates (CTR), conversion rates, and user interaction. Content data analysis and in-depth interviews form a qualitative method used to examine user preferences and impressions. According to research, human-generated visuals have more emotional effect and authenticity even if artificial intelligence-generated graphics have the freedom to be scaled and customised. The current work investigates the ethical consequences connected to AI-generated images and offers reasonable advice for advertisers.