TY  - DATA
AU  - Kislaya
AU  - Roy, Rudraneel
TI  - Effectiveness of generative A.I. in video advertising
U1  - SP2024/3894 
PY  - 2024///
CY  - Ahmedabad
PB  - Indian Institute of Management
KW  - Generative artificial intelligence-Marketing
KW  - Video advertising
KW  - Consumer behavior
KW  - Effect of artificial intelligence
N1  - Submitted by Kislaya
Rudraneel Roy
N2  - Generative AI has started a new era for the advertising industry. This redefines how content is created, personalized, and delivered, promising to enhance Brand perception, Ad perception, Purchase Intention, and Word of Mouth. As the global market for video advertising is projected to exceed $400 billion by 2025, the potential of Generative AI to generate quality, tailored content offers an unprecedented opportunity to tap into this growing demand.

The effect of Generative AI goes beyond just the creation of content. It also plays a crucial role in how ads are perceived and how they influence consumer behavior. AI-generated content can be designed to evoke specific emotional responses, which can augment purchase intention. Furthermore, the ability to quickly and efficiently create a variety of ad variations allows brands to experiment with different messaging and visuals, optimizing their campaigns.

This research explores the transformative role of Generative AI in video advertising. It examines how it reshapes advertising strategies and their interaction with vital consumer behavior variables in video advertising by reviewing how it reshapes advertising strategies and interacts with diverse consumer behavior variables. With digital platforms driving the expansion of video ad spending, the capabilities of Generative AI to create cost-effective content at scale could significantly impact consumer engagement. This study seeks to provide actionable understandings for brands (whether well-established or just entering the market) to help with these insights for refining their advertising strategies, connecting better with their audiences, and ultimately resulting in better business outcomes.


ER  -