The Evaluation of the Use of the Artificial Intelligence (Chat GPT) and Midjourney programs in Establishing Electronic Advertising Campaigns and their Evaluation through a Sample of the Electronic Advertising Campaigns Planners

Authors

1 Teaching assistant at the Department of Journalism, Faculty of Media and Communication Technology, Misr University of Science and Technology.

2 Teaching assistant at the Department of Radio and Television, Faculty of Media and Communication Technology, Misr University of Science and Technology.

Abstract

This study aims to evaluate and understand the experience of using artificial intelligence programs, specifically Chat GPT and MidJourney, in the process of creating electronic advertising campaigns and comparing them with human-designed advertising campaigns. The research problem addresses the need to assess the benefits, drawbacks, and performance improvements associated with artificial intelligence in advertising. The study utilizes the Technology Acceptance Model (TAM) as a theoretical framework to examine users' perceptions and attitudes towards artificial intelligence programs.
The study employs a multi-method approach, including in-depth interviews with five advertising campaign planners and a comparative analysis of two advertising campaigns—one designed using artificial intelligence and the other by a human planner. The sample also includes Facebook platform users who were exposed to the campaigns. Data collection tools include in-depth interviews, content analysis, modeling, and simulation.
The study reveals that planners partially rely on artificial intelligence programs for various tasks such as campaign details and content creation. The study's results confirm that Chat GPT assists planners in efficiently completing tasks and saving time. However, limitations were identified, including the accuracy of the analyses generated by artificial intelligence and the need to improve command inputs. The study sample did not directly compare campaigns created by artificial intelligence with manually designed campaigns.
Regarding the performance of the first campaign designed using artificial intelligence and the second campaign designed by a human, the study demonstrates that both campaigns share similar characteristics, including campaign duration, daily cost, and interaction goals. However, the message cost is higher for the artificial intelligence campaign, indicating increased costs for the results generated by artificial intelligence. Additionally, the quality ranking for both campaigns was above average, and the human-designed campaign had a higher expected interaction rate compared to similar competitive advertisements.

Keywords

Main Subjects

Files

Share

How to cite

Statistics