During the latest years, Artificial Intelligence has evaded many aspects of our everyday life, including the audiovisual and creativity fields as well as advertisement. The way creative industries are choosing to use AI generated content has raised a pivotal question: “Can AI-generated imagery elicit the same sentiment as human-created works?”. This is the topic that this study will attempt to answer by comparing the sentiment of AI-generated advertising to their traditional equivalents using a qualitative analysis of audience perceptions and experiences through their online comments.
By choosing specific advertisements that have created with the use of AI and similar ads that have made through traditional means, we will seek to uncover how viewers perceive the emotional depth and cultural relevance of AI-generated versus human-created visuals. Towards this, we will use their comments and analyze themes such as nostalgia, warmth, and authenticity along with positive or negative sentiment.
While AI-generated text is promised to be able to attain technical brilliance and conceptual originality, it may lack subtleties and intuitive cultural touchpoints that are common in human-crafted works and in this way it can appear as cold or imposing the uncanny valley effect. Furthermore, users might be more biased when they know that the final results was AI generated.
This study contributes to the ongoing and continuing regarding the confluence of technology and art by investigating whether AI has the ability to transcend its technological foundation and form true emotional relationships with viewers. It also analyzes the broader impact of using AI to re-imagine cultural practices in advertising and other creative industries.
Laida Limniati is working as a Digital Account Executive in BrilliantPR Digital Agency. She has also worked as a journalist in the fields of technology and self-driving cars. She has also worked as a Marketing Executive and Communications Specialist. She holds a BA (Bachelor) in Communication and Media Studies from the National and Kapodistrian University of Athens (UoA), a MA (Master) in Communication and Media Studies from UoA with Major in Digital Media and Interactive Environments, a Master of Arts in Quality Journalism and New Technologies from Danube University Krems and a Master of Arts in Social Sciences (Major in Media and Global Communication) from the University of Helsinki. She loves Japanese culture and Japanese manga and anime in particular. Her interests also include: new technologies, internet, storytelling, transmedia storytelling, and social media.
Minas Pergantis is curently an active postdoctoral researcher and a research fellow of the Department of Audio & Visual Arts. His post doctoral research revolves around the Evaluation and Optimization of User Experience in Online Digital Art Repositories.
He is a dimplomate of the Electrical and Computer Engineering Department of the Polytechnic School of the University of Patras. He has multiple years of work experience in the private sector as a Web application programmer and Website developer.
He holds a PhD from the Department of Audio & Visual Arts of the Ionian University for his research titled "Art search online: analysis of user behaviour and search technologies".
Aristeidis (Aris) Lamprogeorgos was born in Trikala of Thessaly, Greece. He studied Electrical and Computer Engineering at the University of Patras but the arts and especially painting and graphic design were always a big part of his life and professional career. He is now seeking to combine his passion for technology and the arts as a PhD candidate at the Department of Audio and Visual Arts of the Ionian University through his research on the aesthetics of the digital world in website design.
Andreas Giannakoulopoulos is Professor at the department of Audio and Visual Arts of the Ionian University, where he teaches courses related to Internet Communication, New Media and the Web Technologies. He holds a BA (Ptychio) in Economics from the University of Athens (UoA), a BA (Ptychio) in Communication and Media Studies from UoA, a Master of Arts in Communication and Media Studies from UoA, and a Master of Science in Logic from the University of Amsterdam. His doctoral dissertation, approved by the University of Athens, was in the field of web accessibility. The main fields of his academic activities are computer mediated communication, web technologies and e-learning systems as means of effective communication via the web. He has participated in international programmes with a particular interest and experience in dissemination and communication activities. During the last few years he is particularly interested in web applications with academic and artistic content.
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