Viewer emotions from advertising created with the help of artificial intelligence.

Advertising created with the help of artificial intelligence shows a distinctly different emotional impact compared to traditional approaches — and the difference is clearly visible in the numbers.

AI-powered ads outperform non-AI creatives across most emotional metrics. For example, expressiveness reaches 71% versus 59% in ads without AI. Surprise is also triggered more often — 70% compared to 63%, while smiles appear in 59% of viewers versus 49% for traditional advertising.

Notably, it’s not only positive reactions that increase. Feelings of confusion rise to 71% versus 60%, sadness to 69% versus 57%, and even physical indicators of tension, such as furrowed brows, appear more frequently — 63% compared to 53%. This suggests that AI-driven advertising is more effective at capturing attention and provoking a reaction.

At the same time, emotional intensity is lower: 37% compared to 44%. In other words, AI more often triggers an emotional response, but does not always deepen it.

Does this mean the future of advertising lies in the number of emotional triggers rather than their strength?

Data processed by Media Systems