Do AI-generated fashion ads work as effectively as real fashion ads? An eye-tracking comparison of consumers’ visual attention

Utilized eye-tracking technology, this study examined consumers’ visual attention toward AI-generated fashion advertisements (ads) images and compared them with consumers’ visual attention toward real fashion ads images. A total of 120 participants were randomly assigned to two groups (n = 60 each) to view either AI-generated or real fashion ads, followed by a self-reported survey. The research hypotheses were tested by heatmap results and ANOVA results. Results indicated that men exhibited greater familiarity with and more positive attitudes toward AI technology compared to women. Women, however, spent more time viewing real fashion ads than AI-generated ones. Notably, participants viewing real fashion ads primarily focused on models’ faces, whereas those viewing AI-generated ads concentrated more on the products and models’ bodies. These results suggested that retailers should tailor AI-generated ads to their target audiences. Given that men exhibited greater receptivity to AI-generated content, brands may consider employing AI-based advertising in campaigns targeting men, while real ads featuring human models may be more effective for engaging women. Additionally, optimizing AI-generated fashion ads by emphasizing product presentation can enhance engagement and impact. Theoretically, this study contributed to the literature on AI in advertising and eye-tracking, providing insights for future research in these fields.