Advertising Video Created Using Artificial Intelligence: Features, Limitations, Brand Metrics (on the Example of Coca-Cola Brand Materials)

Student: Anna Kriukova

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

Artificial intelligence (AI) is increasingly being used in routine tasks in various fields including advertising. The present study is aimed at exploring the existing opportunities of using artificial intelligence in advertising, identifying features and limitations of such an online video and audience’s perception using the example of Coca-Cola brand materials. A series of expert interviews allow the researcher to gain a better understanding of how experts evaluate this technology in relation to the advertising industry. The interviews will provide insight into the experts’ perspectives on the subject, while the survey will help to gather information from a broader audience.

Full text (added May 21, 2024)

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