This article discusses a study exploring how visual generative AI (genAI) influences ad performance. It found that ads created from scratch by genAI outperformed human-made ads in click-through rates, while modified ads showed no significant improvement. Notably, labeling ads as AI-generated decreased consumer interest significantly.

Attention in advertising has shifted from seeking long, continuous views to leveraging short, repeated exposures that accumulate over time. Recent studies indicate that 1.5-2 seconds of attention at a frequency of four can yield better brand impact than singular deep exposures, emphasizing the importance of frequency in digital brand building. However, skepticism remains regarding the methodology and implications of these findings, particularly concerning the relationship between attention duration and memory retention.