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The Role of AIGC in Shaping New Paradigms of Brand Advertising

Year: 2025

Type: conference-paper

Abstract: Generative AI is having a remarkable impact worldwide. In business marketing, leading companies are progressively seeking to incorporate Artificial Intelligence Generated Content (AIGC) into the advertisement development process to obtain potential advantages. This paper utilizes a thorough qualitative research methodology supplemented by quantitative data and presents specific brand cases to examine the function of AIGC in brand advertising. Consequently, the four principal advertising factors, including content development, visual enhancement, creative innovation, and customer engagement, impacted by AIGC are outlined to demonstrate how AIGC is establishing a new paradigm in brand advertising. Simultaneously, four constraints of AIGC are identified, encompassing ethical concerns, a crisis of trust, customer perceptions, and the stability of content quality.

Source: Guangdong-Hong Kong-Macao Greater Bay Area International Conference on Digital Economy and Artificial Intelligence (DEAI)

DOI: 10.1145/3745238.3745516

Authors: Danying Li, Xi Yang, Ping Peng

Institution: Guangdong University of Science and Technology

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Funder: Guangdong University of Science and Technology

OpenAlex ID: W4412789762

FWCI:

Cites: 22

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Related to: 10