What's Happening?
A study conducted by Kantar, led by Vera Sidlova, has analyzed over 350 generative AI (GenAI) ads, revealing that these ads elicit strong emotional responses, both positive and negative. The research found
that GenAI ads often score lower on branded cut-through and enjoyment, particularly when AI elements are obvious to viewers. Ads with seamless GenAI integration performed better, with over 40% achieving high branded cut-through. However, ads with distracting or unnatural visuals tended to evoke negative emotions such as confusion or sadness. The study highlights the importance of using GenAI tools effectively to create high-quality, engaging advertisements.
Why It's Important?
The findings of the study are crucial for advertisers and marketers considering the use of GenAI in their campaigns. While GenAI can enhance creativity and produce standout ads, it can also lead to ineffective or off-putting content if not used properly. The study emphasizes the need for advertisers to ensure that GenAI tools are tailored to their brand's tone and assets to maximize effectiveness. Understanding the emotional impact of GenAI ads is vital for creating content that resonates positively with audiences, avoiding negative reactions that could harm brand perception.
