Uporaba generativne umetne inteligence v digitalnem oglaševanju

Toš, Sabrina (author), Ahtik, Jure (mentor)

Namen magistrskega dela je bil raziskati uporabo generativne umetne inteligence pri ustvarjanju vizualnih vsebin za digitalno oglaševanje ter primerjati kakovost teh vsebin s tradicionalnimi fotografijami. Magistrsko delo se je osredotočilo na preučevanje, ali orodja generativne umetne inteligence ponujajo kakovostne vizualne vsebine, primerne za promocijske namene v digitalnem oglaševanju. Metodologija raziskave je temeljila na subjektivnem ocenjevanju vizualne privlačnosti slik, ustvarjenih z orodji generativne umetne inteligence, v primerjavi s tradicionalnimi fotografijami. Za zbiranje podatkov smo izvedli anketo med širšo javnostjo, ki je ocenjevala privlačnost podobnih si vizualnih vsebin – ene ustvarjene z orodji generativne umetne inteligence in druge, ki so nastale s tradicionalnim pristopom fotografiranja. Dodatno smo izvedli anketo med strokovnjaki s področja digitalnega trženja, da bi ugotovili, katero vrsto slik bi izbrali za promocijske namene v oglasih. Rezultati raziskave so pokazali, da slike, ustvarjene z orodji generativne umetne inteligence, dosežejo podobno ali celo višjo vizualno privlačnost kot tradicionalne fotografije. Ugotovljeno je bilo tudi, da je ustvarjanje slik z orodji generativne umetne inteligence stroškovno bolj ugodno, saj vključuje le dostop do računalniške opreme in orodij za generativno umetno inteligenco, kar pomeni nižje stroške v primerjavi s tradicionalnim ustvarjanjem vizualnih vsebin, ki vključuje obsežno načrtovanje, fotografske storitve in kasnejšo obdelavo. Na podlagi ugotovitev je bilo zaključeno, da generativna umetna inteligenca predstavlja konkurenčno alternativo tradicionalni fotografiji v digitalnem oglaševanju, saj omogoča hitro, učinkovito in stroškovno ugodno ustvarjanje kakovostnega in vizualno privlačnega promocijskega materiala.

• Language: Slovenian
• Keywords: digitalno oglaševanje, generativna umetna inteligenca, vizualne vsebine, stroški, čas
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2025
• PID: 20.500.12556/RUL-168731
• Publication date in RUL: 19.04.2025

Secondary language

• Language: English
• Title: Generative artifical intelligence in digital advertising

Abstract

The aim of this master's thesis was to explore the use of generative artificial intelligence in creating visual content for digital advertising and to compare the quality of this content with traditional photographs. The thesis focused on examining, whether generative artificial intelligence tools provide high quality visual content, suitable for promotional purposes in digital advertising. The research methodology was based on subjective evaluation of the visual appeal of images, created with generative artificial intelligence tools, in comparison to traditional photographs. Data was collected through surveys, conducted among the general public, who assessed the attractiveness of similar visual content – one created with generative artificial intelligence tools and the other produced through traditional photography. Additionally, a survey was conducted among digital marketing experts, to determine which types of images they would select for promotional purposes in advertisements. The results of the research showed that images, created with generative artificial intelligence tools, achieved similar or even higher visual appeal, when compared to traditional photographs. It was also found that creating images with generative artificial intelligence tools is more cost effective, as it only requires access to computer equipment and generative artificial intelligence tools, which results in lower cots in comparison to traditional creation of visual content, which involves extensive planning, photography services and postproduction of the content. Based on the findings, it was concluded that generative artificial intelligence represents a competitive alternative to traditional photography in digital advertising, as it enables fast, efficient and cost-effective creation of high quality and visually appealing promotional material.

• Keywords: digital advertising, generative artificial intelligence, visual content, costs, time