Yes, generative AI can help advertisers produce marketing content not only faster, but orders of magnitude cheaper, and out impressive effectiveness levels according to a study.
Three studies were conducted.
The first study showed the best AI models can outperform human-made marketing visuals across three important perceptual dimensions: quality, realism, and aesthetics. The report even claims “Realistic Vision, can even create synthetic marketing imagery that humans perceive as more realistic than real images”.
The second study compared AI models to experienced human freelancers. DALL-E 3 produced the best images, significantly outperforming the human freelancers in terms of five marketing metrics, and obtaining higher evaluations across the other five. Midjourney v6 ranked second.
The third study included a real-world marketing campaign on an online marketing platform. The best model, in this case DALL-E 3, achieved a CTR (click thru rate) of 50% higher than the human-made banner ads.
The studies showed model choice matters, with some models such as SDXL Turbo, performing worse than humans in some cases.