Published: April 24, 2025
Language: Английский
Journal of Research in Interactive Marketing, Journal Year: 2025, Volume and Issue: unknown
Published: April 15, 2025
Purpose This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap marketing research as generative AI becomes more prevalent. Design/methodology/approach We conducted three experimental studies examine hypotheses related consumer responses toward versus spokespersons. Findings The results reveal that AI-generated are less effective than advertisements, countering assumptions about AI’s potential impact contexts. Using construal-level theory, we demonstrate create greater psychological distance from consumers, reducing empathy and ultimately decreasing advertisement across for-profit non-profit Furthermore, when exhibit high anthropomorphic cues, negative effect on diminishes. Originality/value extends theory AI–human interactions, offering valuable insights into strategic use advertising. findings inform practitioners scholars optimizing strategies growing era technologies.
Language: Английский
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Advances in educational technologies and instructional design book series, Journal Year: 2025, Volume and Issue: unknown, P. 29 - 64
Published: Feb. 14, 2025
Education is utilizing generative artificial intelligence more and more, especially with models like GPT, BERT, other neural networks. Through the automatic generation of information, individualized learning resources, responses to student inquiries, these technologies are transforming traditional teaching methods, course design, interactions learners. Despite fact that tools have potential drastically change nature education, it crucial comprehend their existing uses, advantages, drawbacks. The purpose this chapter present a thorough analysis current scholarly research on application AI in education across all academic levels.
Language: Английский
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Journal of Consumer Behaviour, Journal Year: 2025, Volume and Issue: unknown
Published: April 21, 2025
ABSTRACT Advances in artificial intelligence (AI) have changed the relationships between humans and machines. AI can exhibit human‐like characteristics its behavior, prompting to view it as a semi‐human. Companies embed humanlike traits facilitate interaction with consumers. As increase, people may perceive eerie. Yet, there is no consensus on effect of search modalities (text vs. voice) AI. In addition, not clear which influence eeriness purchase intention. To address gaps, we utilized anthropomorphism theory human psychological needs identify why more autonomy, competence, social presence voice‐based compared text‐based We employed quasi‐experiment (one group) consisting 385 participants, two experiments: pretest 2 consisted 130 participants (two groups: experimental control groups) main experiment 528 groups). used Amazon Mechanical Turk recruited USA who completed 500 1000 HITS 90% approval rate. Results reveal that voice searching evokes greater presence. Utilizing uncanny valley effect, results showed perceived competence lowers thereby enhances Although eeriness, increases autonomy triggers yet consumers' intention for low‐involvement products. Additionally, examined effects self‐construal eeriness. also suggest practical implications developers research limitations, directions future research.
Language: Английский
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Organizational Behavior and Human Decision Processes, Journal Year: 2025, Volume and Issue: 188, P. 104405 - 104405
Published: April 23, 2025
Language: Английский
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Published: April 24, 2025
Language: Английский
Citations
0