Is Similarity in Advertising a Double-Edged Sword? The Role of AI-Generated Faces
研究了AI生成面孔在广告中的效果，提出“过于相似”效应，并找到了面部相似度的最佳范围，为广告从业者提供指导。
Generative AI technologies enable advertising practitioners with new possibilities for hyper-personalized advertising. In this research note, we focus specifically on AI-generated faces (AGF) and investigate its effects on advertising effectiveness. This paper has three main contributions. First, it presents a methodologically innovative way to measure facial similarity by building advances in AI. Second, it contributes theoretically by introducing the too-similar-to-me effect in advertising. Third, it empirically assesses the optimal range of facial similarity, which is of managerial importance when building advertising campaigns. This study provides practitioners with key guidelines on how to successfully embed generative AI technology for advertising.