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Cracking the code: how can AI-generated advertising be effective? Empirical evidence on the antecedents and consequences of advertising value

Manel Hamouda, Aroua Aissaoui
Journal: European Business Review
European Business Review (2026) 38 (2): 224–243.
https://doi.org/10.1108/EBR-06-2025-0214
Published: 07 November 2025
.... Findings The results indicate that creativity, entertainment and irritation significantly enhance the perceived value of AI-generated advertising, which positively affects attitude and purchase intention. Furthermore, AI exposure moderates the relationship between advertising value and attitude...
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