Consumer Behavior

Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we collaborate with a display ad platform and leverage a quasi-experimental setting that includes over two million ad-day observations by over seven thousand advertisers across nearly 50 product categories, encompassing more than 16 billion ad impressions and 116 million clicks.

This research tests a solution for consumers to recover faster from negative experiences. We identify this solution by examining how the manner in which review writers express their emotions and rational thoughts in their reviews causally influences review writers.

From Netflix to Spotify to TikTok, consumers’ entertainment experiences increasingly revolve around personalized content. Does consuming personalized content in a specific entertainment domain influence the likelihood of consumers discussing that domain overall, beyond the specific content they engage with? Across eleven experiments, we investigate the impact of personalized content in the music and short-form video domains (i.e., content that feels tailored to one’s tastes) on the intent to discuss domain-related topics. We find that the impact of consuming personalized content (vs.