Honors Program Theses

Award/Availability

Open Access Honors Program Thesis

First Advisor

Matthew Wilson

Abstract

Artificial intelligence (AI) has rapidly transformed the landscape of modern advertising, reshaping how agencies conceptualize, create, and deliver campaigns (Gujar and Panyam 51). Today, advertising agencies and standalone advertisers increasingly integrate AI tools to automate tasks, generate creative content, and analyze consumer behavior with precision. These technologies have introduced significant strengths, including enhanced creativity, efficiency, and time-saving capabilities, that allow marketers to produce highly targeted and engaging campaigns. However, the growing use of AI also raises questions about critical weaknesses, including issues of authenticity, bias, and ethical safety concerns in AI-generated content. Existing research has explored the general applications of AI in advertising and its implications for marketing strategy, yet gaps remain regarding how specific AI tools influence creative decision-making and efficiency in the process, particularly within video advertising.

To address this gap, this thesis evaluates the impact of artificial intelligence on advertising by conducting an experiment comparing the process and outcomes of three AI video generators in creating advertisements, using a standardized rubric. This project assesses the efficiency, quality, and creative potential of AI-generated advertising compared to traditional expectations, while identifying strengths and limitations in current generative AI tools. By focusing on the production process and final outputs of these AI systems, this research aims to provide a deeper understanding of how AI is shaping the future of video advertising and what its continued integration may mean for marketers, creators, and audiences.

Year of Submission

2026

Department

Department of Marketing and Entrepreneurship

University Honors Designation

A thesis submitted in partial fulfillment of the requirements for the designation University Honors

Date Original

2026

Object Description

1 PDF file (40 pages)

Language

en

File Format

application/pdf

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