Generative image artificial intelligence makes the creation of announcements faster and cheaper – but there is an intriguing hook with the look, according to new research from the Virginia Commonwealth University. Confidence can fall when the visuals generated by AI represent service providers in the industries where relations count.
So how can AI help the specialists in services marketing without compromising confidence?
A study co-elevated by César Zamudio, PH.D., Associate Professor of Marketing at the VCU School of Business, determined that the selective use of AI in the creation of ads is the key.
“When tangible elements – like a doctor’s office – are generated by AI, but the service provider The image is a real image, the confidence and the efficiency of the ads are restored, “said Zamudio.” The point to remember? Use the AI where it counts and let the human element shine. »»
This balance is crucial for small businesses when they are marked. The intelligent decision is to use AI to generate backgrounds, office settings or equipment – but keep real people in their ads. In this way, companies can always benefit from AI speed and cost savings without losing consumer confidence.
“Our research offers a simple and usable strategy: use AI for parameters, not people,” said Zamudio. “This approach can help you reduce ad costs without reducing credibility, giving you a real advantage to beat the biggest brands.”
Research is also relevant to consumers, who can use it to help navigate AI marketing.
“All the advertisements of the AI are not misleading,” said Zamudio, “but knowing what is real – and what is not – can shape your confidence in a brand. … Our study reveals how AI in the advertising forms of confidence, helping you to remain informed, skeptical and conscious in the digital marketing landscape of today.”
The use of intelligent AI is essential, he said. “Brands can exploit the efficiency of the AI without losing credibility by keeping real people at the front and at the center of service advertisements. Marketing specialists can use this research to succeed in the rope between innovation and consumer confidence. ”
This is particularly important for services, where advertisements help to ensure that intangible offers feel real and trustworthy. The disclosure of AI becoming more common due to government and industry pressures, companies must know how to design AI advertisements that maintain consumer confidence.
Zamudio’s study, “Service ads in the era of AI generator: disclosure, confidence and intangibility“Was co-written with colleagues from the Missouri State University and the University of Longwood and was recently published in the Journal of Retailing and Consumer Services.
Subscribe to VCU News
Subscribe to VCU News to Newsletter.vcu.edu And receive a selection of stories, videos, photos, information clips and event lists in your reception box.
