AI artwork: does it make a difference?

Summary

With the rise of imagery generated with AI, we wanted to know: does the scale of ‘AI-ness’ impact engagement with audiences or tangible results? In a world where the use of AI will only grow, knowing the sweet spot of how much is too much could massively impact how we communicate in our campaigns.

The ads we genearted kept the same hard hitting message and call to action. The only difference across the 5 assets, is how obviously AI-generated the images were. These ranged from a control image of a real pig, to more overtly artifical.

the ad(s)

The results

What did we find? In most metrics, we did not find a statistically significant difference, but we did find that real imagery is more likely to generate a positive response from audiences.

There are pros and cons for using either real or AI-generated imagery, and their specific use case can vary. Read the full write up below to see the full results 👇