The Effectiveness of AI-Generated Short-Video Advertising on Social Media

Abstract

With the development of Artificial Intelligence Generated Content technology, it has been applied to various industries. Meanwhile, many advertisers utilise AI technology to post advertisements on social media and gain much attention from industry professionals and consumers. Although current research has illustrated consumers' perceptions towards AI-generated advertising, perceptions towards different advertising forms have not been investigated. This research discusses the effectiveness of AI-generated short-video advertising on social media. The results find that credibility and trustworthiness are the most important criteria for AI-generated ads' quality. Also, results show that the effectiveness of AI-generated short-video ads varies based on different situations. AI-generated short-video ads are suitable for low-risk, high-entertainment industries, including fashion or cosmetics, but not for those that need high-trust industries, such as finance and medical. Therefore, the research suggests that advertisers should increase credibility by relying on official social media accounts with creative content and choosing appropriate industries for AI technologies.

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