Е-Публикации
Технически университет - София

Abstract: In recent years, the advertising industry has seen an increase in the adoption of specialised software products, characterised by exceptional efficiency and precision. Facilitating real-time bidding and data-driven targeting, these products allow advertisers to engage with their target audience in the most effective way. The purpose of the study is to determine, based on empirical information, whether there is a difference in the impact on consumers of video advertising messages generated with the help of artificial intelligence and those created by a person. The obtained results will give more information about the effect of using AI tools in the process of developing advertising messages. This, in turn, will assist marketing professionals in creating effective advertising campaigns and achieving higher competitiveness of products and services. The research approach is based on the collection, processing and analysis of considerable empirical data from a large number of consumers of carbonated drinks in Bulgaria. For this purpose, a specially developed methodology for research and evaluation of the impact of video advertising messages, statistical methods, and specialised software for processing and analysing the obtained results is used.

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