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.
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