A Study on Consumer Responses to AI Advertising for High-involvement Products: Focusing on Luxury Brands

This study investigates consumer responses to different advertising formats-AI-generated versus traditionally created advertisements-in the context of luxury brands, which represent highinvolvement products.The independent variable was the advertisement type (AI vs. traditional), while informativeness, emotional appeal, and brand search intention were set as dependent variables.In addition, attitude toward luxury was included as a moderating variable.An experiment was conducted with 600 participants who were randomly exposed to either an AI-generated or human-created Gucci advertisement.The findings indicate that AI-generated advertisements were rated higher in informativeness, whereas traditional advertisements scored higher in emotional appeal and brand search intention.Moderation analysis showed that consumers' attitudes toward luxury significantly influenced their perception of emotional appeal and brand search intention but had no moderating effect on informativeness.These results suggest that AI-generated ads can be effective in conveying productrelated information even for luxury goods, which are typically characterized by emotional and symbolic value.However, traditional advertisements still play a vital role in enhancing emotional engagement and stimulating consumers' desire to explore a brand further.The study provides practical insights into how luxury marketers can balance AI-based informational advertising with traditional formats to maximize effectiveness based on consumer segmentation and message objectives.