New Paper in the Journal of Marketing: „Picture Perfect: Engaging Customers with Visual Generative AI“

9 July 2025, by customer insight

Photo: ci

Can AI image generators have a real marketing impact? Yes - and this is shown by the study “Picture Perfect: Engaging Customers with Visual Generative AI”, which has now been accepted in the Journal of Marketing. When image AI is specifically trained for advertising objectives such as attention or buying interest, ads are created that often outperform traditional advertising in terms of impact and efficiency.

What is particularly exciting is that the generated images can simultaneously strengthen the brand personality and be tailored to different target groups - quickly, cheaply and scalably.

The end of agencies? No. Creative understanding and consumer knowledge remain crucial - but the way we design visual communication is changing fundamentally.

For this project, Mark Heitmann and Tijmen Jansen collaborated with Martin Reisenbichler (WU Vienna) and David Schweidel (Emory University)

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