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
Terms of Use & License Information
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.
Recommended Citation
Isem Cáceres, Brandon, "Just as Advertised: The Perception and Effectiveness of Artificial Intelligence in Digital Advertising" (2025). CMC Senior Theses. 3820.
https://scholarship.claremont.edu/cmc_theses/3820
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