Pepperoni & Generative AI Commercial
A deep dive into people’s Attention & Emotions
Brief
Artificial Intelligence (AI) has brought about remarkable transformations across various industries, but it also carries the potential for unexpected and eerie outcomes. A recent incident involving an AI-generated fake pizza commercial raised concerns about unsupervised AI systems' repercussions as written by Opsis in its article. Lately, a group of YouTubers named "Pizza Later" decided to change the approach in the Adv creation and launched a new AI-generated commercial titled "Pepperoni Hug Spot". The latter brings it close to a Tarantino-style drug horror trip: edible plates, far too many fingers, mouths wide open, and “secret ingredient” toppings you’d rather not know about.
Methodology
Emotiva analyzed the spot with our Emotion AI tool, EmPower, to a sample of 393 located in the USA and UK, and divided into four groups: 18-24, 25-40, 41-55, and 56-75.
2
Countries
393
Partecipants
1
Days
Results
Global performance
The "Global Performance" KPI expresses an overall value of the content's potential and is based on a combined set of metrics: content effectiveness, attention and engagement. In response to the stimulus, there was a negative emotional reaction. Several studies have found that negative emotions are associated with higher levels of attention.
Attention
The negative emotional response greatly affected attention level and attention span. the Pepperoni Hug Spot generated 78%, which is much higher than the norm in a dynamic digital environment. The attention span was 2,7 seconds higher than the norm.
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