Content Creation with GenAI: Use Case on ClimaClic´s Instagram Marketing

Abstract

The availability of generative artificial intelligence (GenAI) tools has substantially increased, resulting in numerous positive impacts on the marketing sector. However, issues related to misinformation and deepfakes, biases and fairness, privacy, and ethical concerns, among others, have been highlighted. This research aims to examine the effects of utilizing GenAI for text, image, and audio creation in Instagram marketing. Employing the Customer Experience Tracking method, the study evaluated the differences between traditionally created and AI-generated Instagram Reels. The findings indicated that AI-generated content can garner higher levels of user attention, thereby enhancing brand interest. Negative effects such as mistrust or ethical concerns associated with AI were not substantiated in this study. These results suggest that companies can enhance their social media campaigns by integrating AI tools for content creation.