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Programmatic creative: AI can think but it cannot feel
خلاق برنامه ای: هوش مصنوعی می تواند فکر کند اما احساس نمی کند-2020 The authors conduct two studies to examine artificial intelligence (AI) in creative programmatic contexts. Findings indicate that consumers have equally favorable attitudes toward human-created and AI-created cognitive-oriented advertising, but form lower evaluations of AI-created emotion-oriented creative con- tent. Programmatic creative ads are effective for rational appeals and utilitarian products, but are ineffec- tive for emotional appeals and hedonic products. The studies indicate that human rather than AI input is needed for creating emotion-oriented advertisements. Keywords: Artificial intelligence | Emotional/rational | Hedonic/utilitarian | Programmatic creative |
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