Enabling and Understanding Personalization in AI-Generated Advertising Imagery

2026-09-11

AI Summary

研究通过开发基于AI的框架生成个性化广告图像，利用顾客数据进行不同程度的个性化，并通过实验评估了不同个性化水平对广告态度、产品态度和购买意愿的影响。

Abstract

Personalized marketing traditionally matches static products to customers, while dynamic creative optimization focuses mainly on AI-driven text personalization or basic product image modifications. We address this gap by developing and implementing an AI-based framework that generates personalized advertising imagery directly from customer data. We evaluate this framework in a two-stage within-subject study with N=100 participants across four products and three levels of personalization, varied by the amount and specificity of customer data used. Participants rated each image on attitude toward the advertisement, attitude toward the product, and purchase intention. Results show that participants perceive differences across personalization levels and evaluate AI-generated advertising imagery most positively at a moderate level of personalization. High personalization increases perceived personalization, which is positively associated with all three outcome measures, but also increases perceived creepiness, which is negatively associated with the outcomes and dominates the total effect.

Problem

• Personalized Marketing
• Dynamic Creative Optimization
• AI-Generated Imagery
• Customer Data

Innovation

• AI-generated advertising imagery
• personalization levels
• customer data