Graduation Year

2025

Date of Submission

12-2024

Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts

Department

Intercollegiate Media Studies

Second Department

Economics

Reader 1

Oscar Moralde

Reader 2

Monica Capra

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

2024 Brandon D. Isem Cáceres

Abstract

What do you think when you hear “AI in advertising”? Does it spark intrigue, or does it feel like just another tech buzzword? In today’s fast-paced digital marketing landscape, connecting with consumers is a high-stakes challenge, and artificial intelligence is at the forefront of innovation. From automating campaigns to creating hyper-targeted content, AI promises efficiency and precision—but how do audiences perceive this shift? By analyzing key performance indicators (KPIs) like impressions, click-through rates, and cost-per-click in an an original A/B test, this thesis evaluates the perception and effectiveness of AI-driven advertising strategies. Combining historical insights, case studies, and an original A/B test, it explores how AI reshapes digital marketing, revealing its strengths, challenges, and potential to enhance consumer engagement. Through these findings, this paper demonstrates that while AI introduces new opportunities, its true success lies in balancing technological innovation with human-centered authenticity.

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