Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising
Published Online:5 May 2026https://doi.org/10.1287/mksc.2024.1130
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- Received:October 14, 2024
- Accepted:March 31, 2026
- Published Online:May 05, 2026
Copyright © 2026, INFORMS
Cite as
Remi Daviet, Yohei Nishimura (2026) Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising. Marketing Science 0(0).
https://doi.org/10.1287/mksc.2024.1130
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The authors express their gratitude to Gidi Nave, Eric Bradlow, Fred Feinberg, and the Marketing Departments at the Wisconsin School of Business, Yale, INSEAD, and the Ohio State University for their invaluable feedback while pursuing this research project. The authors are also grateful to the partner company for their support throughout the course of this work.
