Künstliche Intelligenz und Marketing.

The book compares advertisements created by artificial intelligence with those created by a marketing expert. It examines advertising effectiveness and acceptance for products with high and low consumer involvement.

The research originated in Philip Schäfer’s master’s thesis in business psychology at HMKW in Frankfurt am Main, now Media University.

The analysis includes 104 people who completed the experiment. Two complementary designs address the two research questions.

Advertising effectiveness

Within-subjects design: comparisons within the same participants.

Advertising acceptance

Between-subjects design: comparisons between different groups.

For marketing practice, this distinction is a useful starting point: assess what an advertisement achieves and how its creation is perceived. Both aspects need their own evaluation. This practical interpretation of the research approach helps frame a campaign test.

The study concerns its specific advertisements, product contexts and sample. It should not be treated as a benchmark for every audience or today’s AI models. Evaluating a current campaign still calls for tests with its own audience and objectives.

The full analyses and critical discussion are available in the book. Access to the full chapters may require a purchase or institutional access.

Author

Philip Schäfer · ORCID 0009-0005-6672-8568

Publisher / series

Springer Gabler · BestMasters

DOI

10.1007/978-3-658-43759-6

eBook

ISBN 978-3-658-43759-6 · 12 January 2024

Softcover

ISBN 978-3-658-43758-9 · 13 January 2024

Copyright

2023 · as listed by the publisher

Bibliographic details and study design follow the publisher’s information. The interpretation above provides context for readers. Information checked on 8 September 2026.