Can AI-Generated Ads With Future Predictions Drive Higher Donations Than Human-Created Ads?

초록

The use of AI in generating ads offers benefits for NPOs, such as enhanced cost efficiency and personalized content. However, consumers often exhibit algorithm aversion when AI performs subjective tasks, like ad creation. According to mind perception theory, AI is seen as high in agency but low in experience. Given this, we hypothesized that including future predictions in AI-generated ads would mitigate this aversion. Across four studies, we found that AI-generated donation ads were generally perceived as less credible and elicited lower donation intentions than human-created ones. Crucially, when future predictions were included, the credibility and donation gap between AI and human ads narrowed. Notably, when predictions were presented concretely, AI-generated ads were perceived as more credible and led to higher donation intentions than human-created ads. This research contributes to our understanding of how to effectively reduce algorithm aversion and significantly improve the persuasive effectiveness of AI-generated donation ads in the charitable domain.

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