AI-generated ads outperform human designers in live campaign, advantage holds 18 months later

The common belief throughout the marketing and advertising world is that generative AI can produce striking visuals, but it struggles to match the performance and brand discipline of skilled human designers. New research published in the journal Marketing Science challenges that assumption, finding that a carefully designed AI system can outperform visuals created by humans, and it can outperform designs created by another AI model that was optimized solely on the basis of aesthetics.