Date of Award

5-2026

Document Type

Thesis

Degree Name

Masters of Science in Digital Marketing

First Advisor

Andrew Allen Smith

Second Advisor

Merve YanarGurce

Third Advisor

Chad Briesacher

Abstract

This project examines the role of artificial intelligence in video advertisement production and explores whether AI can help bridge the gap between everyday users and professional advertising. The project combined both creative production and audience research. To do this, three original AI-generated advertisements were created in distinct commercial formats: a pharmaceutical advertisement, a petcentered narrative commercial, and a lifestyle montage advertisement. After the advertisements were completed, audience response was measured through a survey of U.S.-based participants. Participants evaluated each advertisement on realism, emotional engagement, trustworthiness, polish, and authenticity. The results showed that the advertisements were not perceived equally. The pet advertisement performed strongest overall, the pharmaceutical advertisement performed weakest, and the lifestyle advertisement generally fell between the two. Across all three advertisements, realism and polish scored higher than trustworthiness and authenticity, suggesting that AI can help create advertisements that look more professional, but it does not automatically create the same credibility or emotional trust associated with human-made advertising. The project suggests that AI can reduce production barriers and make commercial-style video advertisements more accessible.

Research Highlights

  • The Problem: This research investigates the role of artificial intelligence in video advertisement production and assesses whether generative tools can bridge the production gap for non-professionals while maintaining audience trust and authenticity. 

  • The Method: The author employed a hybrid approach combining a production workflow using ChatGPT, ElevenLabs, GeniGPT, Runway, Pika, and Veo with a survey of 62 U.S.-based participants who evaluated three original AI-generated advertisements in pharmaceutical, pet-narrative, and lifestyle montage formats. 

  • Quantitative Finding: The pet advertisement received the highest overall mean scores for realism (2.90) and polish (3.31), while the pharmaceutical advertisement received the lowest scores for trustworthiness (1.89) and authenticity (1.87); 64.52% of respondents believe AI-generated ads reduce authenticity and trust even if they look impressive; and 40.32% of participants indicated they are much less likely to trust a brand known to use AI-generated video. 

  •  Qualitative Finding: Participants identified specific AI hallmarks such as "unnatural" or "jolty" camera movements, "robotic" human figures, and distorted text on product packaging; respondents frequently characterized low-effort generative media as "AI slop" and expressed concerns that the technology replaces human creative jobs and reduces emotional connection. 

  • Finding: While AI reduces logistical and financial barriers to video production by allowing a single user to generate professional-looking assets, a significant "credibility gap" remains as audiences continue to perceive AI-generated content as less authentic than human-made advertising.

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