AI ads that hide artificial origins ‘outperform human creative’
Credit: Taboola
A study conducted by four leading universities found that AI-generated advertising outperforms human creative, as long as it doesn’t look too artificial.
The study was conducted by Columbia University, Harvard University, Technical University of Munich, and Carnegie Mellon University, using data from Taboola’s performance marketing platform, Realize.
The researchers mined live ad performance data from over 300,000 advertisements, which garnered over 500m impressions, and around 3m click-throughs. In order to ensure robust data, the researchers compared matched pairs of AI-generated and human-made ads made by the same advertiser, for the same campaign, with the same objectives.
But both of those AI shots have changed the product.
The little smart car looks cooler without a door and the AI gazebo seems to be made of glass with a structurally impossible opening.
So fraud?