Sajid Hussain

Aim of the Study: The primary purpose of this study was better to understand what consumers’ perception relates engagement towards human created ads and AI created ads on the base of creativity and effectiveness in online advertising. This study also considered how creative managers adhere to moral guidelines in AI ads to avoid misleading customers and protect companies from criticism. Methodology: This study was guided by “Technology Acceptance Model” that describes that how consumer engagement depends on perceived usefulness, trust and creativity. The study used purposive sampling and was qualitative in nature. Twelve creative managers from Lahore were chosen who (3 to 15 years experiences) were working in different 360 degree agencies. The data were collected from in depth interviews were examined using thematic analysis to find the significant tools and working process under the remark of creative managers. Findings: The outcomes of this research provided significant AI generated ads are faster, cost-effective, best visually appealing but less emotional and cultural connection. Human creative ads are more trusted, emotionally appealing, originality culture representation and memorable for consumers. The best ads always outcome when AI technology and its tools utilize as supporting tool with human creativity rather than replacing it. Conclusion: Study concluded that Artificial Intelligence in advertising is the most suitable option based on the promotion of the career and increase in efficiency, though it should not be implemented at the expense of integrity, morality, or human connection. In order to make ads reliable, captivating and successful, the agencies must be employing AI in an ethical manner, as per cultural and moral standards, and combine it with human creativity.

This study investigated the nexus of politics, youth and media, drawing on the example of General Elections 2013 of Pakistan. It analysed the youth oriented advertisements (YOAs) of three major political parties, e.g. Pakistan Muslim League Nawaz (PML (N)), Pakistan People’s Party Parliamentarian and Pakistan Tehreek-e-Insaaf (PTI), published in national Urdu Dailies before the elections. Findings revealed that PTI published the highest (41%), and PML (N) published the smallest proportion of their advertisements for young voters. The contents used by political parties in their YOAs were classified into five main categories, e.g. emotional words, personal appeals, endorsement, play-on-words and statistics. All three political parties predominantly used ‘endorsement’ to attract the attention of the youth. This study also found that the main reasons for paying high attention to the youth were their high influence within families, the importance in door-to-door political campaigns, active participation during polling process, their potential and future role in party flourishing, role and energy in protests, strikes and rallies, and importance in party fund raising. Based on the findings, this study suggested for making realistic promises in the advertisements, and avoiding over-promising that may lead to high frustration among the youth on non-fulfillment in future.