Rudolf Alexa – Horváth Kata – Schweigert-Kisida Krisztina – Antal Márk Csaba (2025): A mesterséges intelligencia (AI) által generált hirdetések és vizuális tartalmak hatásának vizsgálata a fogyasztói döntéshozatalra az irodai berendezések piacán. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 39–40.

Authors

• Alexa, Rudolf. Budapesti Corvinus Egyetem.
• Kata, Horváth. Miskolci Egyetem.
• Krisztina, Schweigert-Kisida. Budapesti Műszaki és Gazdaságtudományi Egyetem.
• Márk Csaba, Antal. Budapesti Műszaki és Gazdaságtudományi Egyetem.

Abstract

Investigating the Impact of Artificial Intelligence-generated Advertisements and Visual Content on Consumer Decisions in the Office Equipment Market

In the past few years, the world has experienced the intense diffusion of artificial intelligence and its ability to reshape various aspects of our lives – both on professional and private grounds. The application of AI is becoming increasingly prominent in the field of marketing communication, particularly in digital advertising and content creation. This study aims to explore the limitations of such applications by identifying efficiency differences between graphic content produced by professionals and that generated by AI. Furthermore, our research investigates the impact of AI-generated digital content on consumer trust and decision-making processes, and ultimately, how it supports companies in achieving their market penetration objectives within the ergonomic office chair sector. A mixed-method research design was employed: explicit consumer responses were captured through a questionnaire-based survey, while implicit, subconscious attitudes were assessed via eye-tracking technology complemented by an implicit association test. The stimuli used in the neuromarketing investigation comprised visual materials created either by professional graphic designers or generated by AI, based on a predefined brief. In addition to contributing to a deeper understanding of consumer behaviour, the findings offer practical guidance for companies, supporting the enhancement of AI-based marketing communication and the attainment of market penetration goals.

artificial intelligence marketing communication market penetration neuromarketing eye tracking ergonomy

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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