This master thesis examines how AI-generated advertising content performs compared to human-created advertising across relevant consumer KPIs such as attention, ad likeability, credibility, brand trust, brand fit, consideration and purchase or usage intention. The focus lies on advertising effectiveness from a media perspective: how creative origin, channel context and campaign objective influence brand and performance outcomes. The study provides actionable insights into whether and how AI-generated advertising can be used effectively in a trust-sensitive banking environment. This master thesis will be conducted in cooperation with a partner company of the chair. 

If you are interested, please send your current transcript of records together with a brief statement of motivation.