Neuro-Marketing in the Age of Generative AI: Neuroscientific Responses to AI-Generated Advertising

Abstract

This study investigated whether and how AI-generated ad personalization and perceived human-likeness affect the effectiveness of AI-generated ads using consumers' neuroscientific responses and taking into account cultural context as a moderator. A quantitative cross-sectional design was used, which involved respondents from Pakistan and Gulf countries, and the model was tested using SmartPLS 4. The results revealed that personalization and perceived human-likeness had a significant impact on the neuroscientific responses and, in turn, these responses had a strong impact on advertising effectiveness. Both relationships were mediated to a significant extent by neuroscientific responses. The personalization–neuroscientific response relationship was significantly moderated by cultural context, but not the human-likeness pathway. The model was reasonably well explained and predictively good in CVPAT. The results broaden Stimulus–Organism–Response theory to the field of generative AI advertising and give implications for culturally responsive, human-like, and personalized advertising strategies throughout markets.