GENERATIVE ARTIFICIAL INTELLIGENCE AS A WAY OF CREATING PROMOTIONAL MATERIALS: AN APPLICATION IN THE FILM MARKET
DOI:
https://doi.org/10.56238/arev7n8-196Keywords:
Generative Artificial Intelligence, Film Industry, Consumer Behavior, CinemaAbstract
This article examines how generative artificial intelligence (GAI) adds communicative value to film marketing assets. Using a framework that differentiates functional judgments (clarity, appropriateness, readability) from expressive judgments (originality, aesthetic value) and considers the role of authenticity/authorship in symbolic assets, we compared audience responses to two posters for the same blockbuster: an official (human) poster and an AI-generated alternative poster. Perceptions and intentions were measured on a Likert scale and analyzed with independent-sample t-tests. The results show an advantage for the AI-generated poster in the "plot clarity" dimension and parity in originality, aesthetic value, interest, composition, genre identification, viewing intention, and willingness to pay. At the theoretical threshold, the study advances a contingent interpretation of the effects of GAI on symbolic assets: when the judgment mobilized is predominantly functional, AI tends to equal or surpass human alternatives; When expressive, parity prevails in the absence of a salient authorship label, suggesting that content and stylistic congruence carry more weight than algorithmic origin. Managerially, the findings support pragmatic advances: employing AI as an exploration engine for diagnostic attributes (narrative clarity, informational hierarchy), maintaining human curation of identity traits, and implementing tests—including authorship framing—connected to attention and buzz metrics.
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