... interactive content at unprecedented speed and volume, has been treated as an unambiguous competitive lever. Industry data reflect this confidence: global branded content output on major social platforms has surged by over 35% year-on-year following widespread generative AI adoption, with AI-assisted content...

...Alexis Yim; Luke Liska; Yumei Mu; Maneesh Thakkar Purpose This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap in marketing research as generative AI becomes more prevalent...