Driving Customer Purchase Intention through AI-Enabled TV Ads: The Role of Creativity and Entertainment

There is a trend of AI-enabled television advertisements, as AI enhances the entertainment and creativity of commercials. Although AI is being widely used in business operations, academic research appears to be lagging. Two hypotheses were derived based on the impact of creativity and entertainment of AI-enabled advertisements on customer purchase intention. The data were collected through a structured survey from a sample of 225 customers who had been exposed to AI-enabled TV advertisements. AMOS version 22 was used to test the study model. The structural model results reveal that 70.6% of the variance of purchase intention is influenced by AI-enabled ad creativity and AI-enabled ad entertainment. Consequently, it is found that AI-enabled ad entertainment has a positive and statistically significant impact on purchase intention (b = 0.674, p < 0.05), and AI-enabled ad creativity has a positive but not statistically significant impact on purchase intention (b = 0.183, p > 0.05). The present study offers insights into the utilization of AI technology in the TV advertising industry and provides several theoretical contributions. The model of the study conceptualizes scales for AI-enabled ad creativity and entertainment, and AI-influenced purchase intention. It’s expected that theoretical perspectives of advertising can be broadened towards AI-generated advertising from the model developed for the study to enhance the performance of TV advertising.