Overview

Original Research

EXPLORING JUST NOTICEABLE DIFFERENCE BETWEEN AI ENDORSERS AND HUMAN ENDORSERS IN ADVERTISING CAMPAIGNS

DENI ADHA AKBARI 1, UJANG SUMARWAN 2, NUR HASANAH 3, and RIZKI EDMI EDISON 4.

Vol 18, No 08 ( 2023 )   |  DOI: 10.5281/zenodo.8241117   |   Author Affiliation: Faculty of Economics and Business - Universitas Muhammadiyah Prof. Dr. Hamka (Uhamka), Jakarta, Indonesia 1; School of Business - IPB University, Bogor, Indonesia 2,3; Neuroscience Institute - Universitas Prima Indonesia, Medan, Indonesia, Institute of Leadership, Innovation, and Advancement - Universiti Brunei Darussalam, Bandar Seri Begawan, Brunei Darussalam, Research Center of Public Policy - National Research and Innovation Agency, Jakarta, Indonesia 4.   |   Licensing: CC 4.0   |   Pg no: 01-12   |   Published on: 01-08-2023

Abstract

This literature review explores the Just Noticeable Difference (JND) between AI and human endorsers in advertising campaigns, a growing area of inquiry in digital marketing. The study synthesizes existing research on applying JND principles in human and AI endorsers, examining how subtle changes in visual and auditory elements can significantly impact consumer perception and engagement. Ethical considerations, including transparency and avoidance of manipulation, are also analyzed. The findings offer valuable insights into crafting engaging and effective advertising strategies, emphasizing the responsible application of JND principles. Recommendations for future research and practical applications are provided, contributing to the academic discourse and technological advancements in the rapidly evolving landscape of digital advertising.

Keywords

Just Noticeable Difference, AI Endorsers, Human Endorsers, Advertising Campaigns, Digital Marketing