Abstract

Background: The rapid advancement of artificial intelligence (AI) has accelerated the growth of AI-generated content (AIGC), with China's AIGC industry projected to surpass 70 billion yuan by 2026. AI-generated advertising is transforming the advertising landscape, however, research on its characteristics and their impact on consumer behavior remains limited compared to traditional advertising. Purpose: This study examines the entertainment value, informativeness, and innovativeness of AI-generated advertisements and their influence on consumers’ purchase intentions. Through a comparative analysis of multiple brand cases and empirical research, this study aims to develop a framework for analyzing the characteristics of AI-generated advertising and provide theoretical insights that can enhance intelligent advertising practices Methods: A literature review was conducted to synthesize prior research on advertising characteristics. Case studies of three distinct brands were analyzed to explore the features of AI-generated advertisements. Empirical research was employed to test theoretical hypotheses and assess how these characteristics affect consumers’ purchase intentions. Conclusion: Unlike prior research, which predominantly focuses on traditional advertising, this study highlights the role of entertainment, informativeness, and innovativeness in AI-generated advertisements. The results of the multi-brand case analysis and empirical research demonstrate that all three characteristics significantly enhance consumers’ purchase intentions, with informativeness exerting the strongest influence, followed by entertainment and innovativeness.