| Abstract [eng] |
Artificial intelligence is becoming increasingly more important in a rapidly technologically advancing world. AI-based tools are already used in a wide range of fields, including marketing – algorithms, chatbots are just a few examples of applications. Although having only recently gained widespread popularity, the generative type of AI tools are becoming relevant in practical applications as well. In the context of marketing, generative AI tools have great potential to effectively create personalised and engaging content, facilitating communication and improving customer experience. Synthetic advertising is one of the applications of generative AI that researchers see as the future of marketing, with the potential to revolutionise the way consumers interact with brands. However, it is also a form of advertising that posessess quite a few potential threats, while the actual impact of synthetic advertising on the consumers, or, to be exact, between consumers and brands, and on the quality of that relationship, has been studied mainly at the theoretical level. There is a lack of empirical research on whether and how synthetic advertising can affect consumers and the consumer-brand relationship and quality. Accordingly, this leads to a lack of knowledge on how brands can effectively apply synthetic advertisements in their marketing strategy. |
