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The power of AI in marketing: enhancing efficiency and improving customer perception through AI-generated storyboards

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Abstract

This research was conducted to measure the attitudes and perceptions of a sample group towards works created by Generative Artificial Intelligence (AI), specifically Chat Generative Pre-trained Transformer (ChatGPT) by OpenAI for creating product advertisements (dishwashing liquid) and Bing by Dall-E for creating storyboards that align with the scripts generated by ChatGPT. The research involved interviewing participants, explaining the working process, and having them rate various aspects based on a designed set of questions. The research findings revealed that the target group, which consists of end users or customers, had a positive outlook and a greater liking for works created by Generative AI. They also perceived these works to be unbiased, as indicated by the results from a Blind Test comparing the performance of Generative AI, even though they were aware that it was AI. Furthermore, both Group 2 (Marketing) and Group 3 (Agency), who have direct experience in advertising and are responsible for producing scripts and storyboards, showed a positive perspective towards works created by Generative AI, particularly in terms of creating impressions and confidence towards the brand, and the practicality of using them. The Agency group had additional questions to assess concerns, usability, and efficiency in working together with Generative AI.

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Authors and Affiliations

  1. Graduate School of Communication Arts and Management Innovation, National Institute of Development Administration (NIDA), 148 Seri Thai Rd, Klong Chan, Bangkapi District, Bangkok, 10240, Thailand

    Atthawut Chaisatitkul, Kittikawin Luangngamkhum, Kanokthip Noulpum & Chutisant Kerdvibulvech

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  1. Atthawut Chaisatitkul
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  2. Kittikawin Luangngamkhum
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  3. Kanokthip Noulpum
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  4. Chutisant Kerdvibulvech
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All the authors contributed equally to this work.

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Correspondence to Chutisant Kerdvibulvech.

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Chaisatitkul, A., Luangngamkhum, K., Noulpum, K. et al. The power of AI in marketing: enhancing efficiency and improving customer perception through AI-generated storyboards. Int. j. inf. tecnol. 16, 137–144 (2024). https://doi.org/10.1007/s41870-023-01661-5

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