JOURNAL ARTICLE

Frontiers: Generative AI and Personalized Video Advertisements.

  • Published In: Marketing Science (INFORMS), 2025, v. 44, n. 4. P. 733 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Kapoor, Anuj; Kumar, Madhav 3 of 3

Abstract

This article examines the effectiveness of personalized video advertisements created using generative artificial intelligence (GenAI) in increasing consumer engagement. Conducted as a randomized field experiment on WhatsApp with a leading Indian direct-to-consumer e-commerce brand selling eco-friendly products, the study compares three ad formats: GenAI-based personalized video ads, personalized image ads, and generic nonpersonalized video ads. Results show that GenAI-based personalized video ads yield a 6 to 9 percentage point higher engagement rate, measured by ad clicks, than both baselines, with effects consistent across demographics and user purchase histories. Additionally, the study highlights substantial cost savings and productivity advantages of GenAI-generated ads over traditional human-personalized video ads, while discussing implications related to privacy, scalability, and the need for guided human-AI collaboration in marketing.

Additional Information

  • Source:Marketing Science (INFORMS). 2025/07, Vol. 44, Issue 4, p733
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2025
  • ISSN:0732-2399
  • DOI:10.1287/mksc.2023.0494
  • Accession Number:187706445
  • Copyright Statement:Copyright of Marketing Science (INFORMS) is the property of INFORMS: Institute for Operations Research & the Management Sciences and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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