Programmatic creative: AI can think but it cannot feel

Marat Bakpayev, Tae Hyun Baek, Patrick van Esch, Sukki Yoon

Research output: Contribution to journalArticlepeer-review

54 Scopus citations


The authors conduct two studies to examine artificial intelligence (AI) in creative programmatic contexts. Findings indicate that consumers have equally favorable attitudes toward human-created and Al-created cognitive-oriented advertising, but form lower evaluations of Al-created emotion-oriented creative content. Programmatic creative ads are effective for rational appeals and utilitarian products, but are ineffective for emotional appeals and hedonic products. The studies indicate that human rather than AI input is needed for creating emotion-oriented advertisements.

Original languageEnglish (US)
Pages (from-to)90-95
Number of pages6
JournalAustralasian Marketing Journal
Issue number1
StatePublished - Feb 2022

Bibliographical note

Publisher Copyright:
© 2020 Australian and New Zealand Marketing Academy.


  • Artificial intelligence
  • Emotional/rational
  • Hedonic/utilitarian
  • Programmatic creative


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