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As generative AI becomes increasingly integrated into advertising workflows, this study explores how consumers respond to AI-generated versus human-crafted ads. Using a convergent mixed-methods pre-experimental design, visual attention was assessed via eye-tracking, and ad attitudes were evaluated, including attractiveness, credibility, and emotional engagement, with AI anxiety specified as a moderating factor. Results show that AI-generated ads can accelerate initial attention and increase fixation density in dynamic scenes, while human-crafted ads better sustain attention in product-focused contexts. Although aggregate effects were not statistically significant, category-level differences suggest that ad origin influences cognitive and affective responses. The findings offer early empirical insights into how technological mediation shapes consumer engagement, with implications for creative strategy, brand identity, and ethical advertising practices. This research contributes to the emerging field of AI neuromarketing by proposing a framework for evaluating consumer responses to machine-generated content and highlighting the need for nuanced deployment of AI in advertising design.

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First Insights into Neuromarketing Responses to Artificial Intelligence Versus Human-Crafted Ads

  • 会议论文

  • 发表日期：

    2026年

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  • Ana Valeria Calvo Castro,
  • Alejandro Alvarado-Herrera,
  • Karla Isabel Quintana Romero,
  • Adriana del Carmen Sánchez Guzmán,
  • Hrag Simonian

摘要

As generative AI becomes increasingly integrated into advertising workflows, this study explores how consumers respond to AI-generated versus human-crafted ads. Using a convergent mixed-methods pre-experimental design, visual attention was assessed via eye-tracking, and ad attitudes were evaluated, including attractiveness, credibility, and emotional engagement, with AI anxiety specified as a moderating factor. Results show that AI-generated ads can accelerate initial attention and increase fixation density in dynamic scenes, while human-crafted ads better sustain attention in product-focused contexts. Although aggregate effects were not statistically significant, category-level differences suggest that ad origin influences cognitive and affective responses. The findings offer early empirical insights into how technological mediation shapes consumer engagement, with implications for creative strategy, brand identity, and ethical advertising practices. This research contributes to the emerging field of AI neuromarketing by proposing a framework for evaluating consumer responses to machine-generated content and highlighting the need for nuanced deployment of AI in advertising design.