The Perception of Generation Z towards AI-Generated Visual Advertising in Finland
Mamedov, Timur; Solunina, Ekaterina (2024)
Mamedov, Timur
Solunina, Ekaterina
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061222989
https://urn.fi/URN:NBN:fi:amk-2024061222989
Tiivistelmä
Generative Artificial Intelligence is a fundamental innovation of the 5.0 industry, which has significantly changed the process of creating visual content. AI began its development several decades earlier, but the public recognition that the technology has achieved is incredible. Marketing is one of the fields where images created by artificial intelligence have a decisive factor. Businesses can become more flexible in the market, change their marketing strategies and retain resources by using synthetic image creation. However, to make AI widely spread, it is necessary to understand all the features of the generated images, the process of their creation and consumer views on the use of AI in marketing campaigns.
The younger generation is very selective in their choice and conscious of their consumption, and even a minor factor can become crucial when choosing a product. Therefore, it was necessary to find out what perception Generation Z has towards the use of AI in marketing. To identify this, the capabilities of AI technologies had been studied, as well as the areas of application in which AI-generated content can be especially beneficial for companies. Quantitative and qualitative data was collected for a broad analysis by conducting a survey in which 91 people from the target demographic group of the study participated, and an analysis of secondary data in other countries' markets to compare the results was obtained.
As a result of the study, it was revealed that AI-generated images are not conceding to human-made images in terms of attracting attention and can be successfully utilised in various areas of marketing, and Generation Z in Finland shared positive impressions about AI visual advertising. However, there are many important aspects that businesses must consider when using AI images. In general, the younger generation has shown open-mindedness towards AI in image creation, seeing it as a positive influence on businesses and marketing strategies, on condition of maintaining transparency and ethical principles. The results of the study could be useful for marketing departments of companies in Finland, business strategists and AI developers for optimising the use of AI in marketing.
The younger generation is very selective in their choice and conscious of their consumption, and even a minor factor can become crucial when choosing a product. Therefore, it was necessary to find out what perception Generation Z has towards the use of AI in marketing. To identify this, the capabilities of AI technologies had been studied, as well as the areas of application in which AI-generated content can be especially beneficial for companies. Quantitative and qualitative data was collected for a broad analysis by conducting a survey in which 91 people from the target demographic group of the study participated, and an analysis of secondary data in other countries' markets to compare the results was obtained.
As a result of the study, it was revealed that AI-generated images are not conceding to human-made images in terms of attracting attention and can be successfully utilised in various areas of marketing, and Generation Z in Finland shared positive impressions about AI visual advertising. However, there are many important aspects that businesses must consider when using AI images. In general, the younger generation has shown open-mindedness towards AI in image creation, seeing it as a positive influence on businesses and marketing strategies, on condition of maintaining transparency and ethical principles. The results of the study could be useful for marketing departments of companies in Finland, business strategists and AI developers for optimising the use of AI in marketing.