"To uncover these findings, the study first analyzed the effectiveness of 4,633 pairs of "sibling ads," meaning " AI-generated and human-made visuals launched by the same advertisers within identical campaign settings at the same time." It found that the average click-through-rate (CTR) for the AI-made ads in its dataset was about 0.76 percent. The average human-made ad CTR, in comparison, was about 0.65 percent."
"Based on these findings, the researchers concluded that, "ads in which the image was AI-generated outperform ads with human-generated images in terms of [CTRs], but only if these AI-generated images do not 'look like AI.'" Three visual cues make humans think a photo was made with AI, per Taboola's analysis of the study: Overly polished or stylized visuals, high color saturation, and image symmetry."
Analysis of 4,633 paired ads comparing AI-generated and human-made visuals launched by the same advertisers in identical campaign settings showed average CTR of about 0.76% for AI-made ads versus about 0.65% for human-made ads. Ads were rated on perceived artificiality and split into those that seemed AI-made and those that seemed human-made. AI-generated images outperformed human-generated images in CTR only when the images did not appear AI-generated. Visual cues that make images appear AI-made include overly polished or stylized visuals, high color saturation, and image symmetry. A majority of young consumers prefer businesses to disclose use of AI in ads.
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