Hong Kong – Advertisements created using generative AI tools deliver click-through rates comparable to those produced by humans, according to a study by advertising technology firm Taboola.
The research was also conducted in collaboration with academics from Harvard University, Columbia University, Carnegie Mellon University, and the Technical University of Munich.
The study compared AI-generated ads with human-made ads that were part of the same campaign, created on the same day and by the same advertiser. Performance was measured using data from thousands of live ads served on Taboola’s performance advertising platform, representing more than 500 million impressions and three million clicks.
Among the findings, the study showed that AI-generated ads that did not appear overtly artificial recorded higher engagement than both human-made ads and AI ads that were perceived as machine-generated.
Another finding indicated that ads featuring a large, clear human face were more likely to be perceived as trustworthy. The study noted that AI-generated ads included these visual elements more frequently than human-made ads.
“Our findings prove that when AI is used to enhance human cues—like the trust found in a human face—it doesn’t just match human performance; it often sets a new ceiling for engagement,” said Oded Netzer, vice dean for research at Columbia Business School.
The results indicate that brands using AI-generated advertising creatives may be able to maintain performance levels while reducing production time and costs, without negatively affecting campaign outcomes such as click-through rates or conversions.
