Ensuring the level of creativity in neuromarketing tests between human-made objects and artificial intelligence

Abstract

In the current era of increasing influence of artificial intelligence on content creation, it is essential to investigate how the origin of the creator influences the neurocognitive responses of consumers in neuromarketing experiments. This theoretical paper aims to delve into the issue of ensuring the same creative level of the objects used in these experiments in order to explore how these objects, created by both humans and artificial intelligence, shape the perception and response of the brain. With an introduction to the increasing complexity of content creation, we emphasize the importance of understanding the impact of creativity on neurocognitive processes and the importance of equal creative level for adequate comparisons in neuromarketing research. In more detail, we define creativity as a multidimensional phenomenon that relates to visual aesthetics and content originality. In the field of neuromarketing and creative testing, exploring how neurocognitive responses differ between human-created and artificial intelligence-created test objects is still a novelty. In the final discussion, we interpret the results in the context of existing research in neuromarketing. We evaluate practical applications of the proposed method and suggest future directions for research on the relationship between creativity, artificial intelligence, and neurocognitive responses of consumers in the field of neuromarketing.