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SRC-ed7ec826fdc23277 · Source record

Generative AI and Personalized Video Advertisements

SSRN working-paper repository; authors affiliated with MIT and Indian Institute of Management Ahmedabad at study dissemination · 3 connected claims

D01 · Marketing, Brand & Revenue SystemsD03 · Intelligence, Research & Decision ProductsD06 · Creator, Expert, Education & Media WorldsD10 · Qube, Agent Products & Autonomous WorkD19 · Measurement, Experimentation & Economics

Canonical route

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4614118

Claims connected to this source

  1. MWITA-AE-2026-029A field experiment with an Indian direct-to-consumer retailer randomized WhatsApp recipients among GenAI-personalized video, personalized image and generic non-personalized video advertising conditions.Evidence A
  2. MWITA-AE-2026-030The India field experiment reported that GenAI-personalized video ads increased engagement by 6–9 percentage points relative to the personalized-image and generic-video baselines.Evidence A
  3. MWITA-AE-2026-031The India experiment’s reported 6–9 percentage-point effect concerns message engagement, so it cannot by itself establish advertiser return or customer welfare.Evidence A

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