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.
![Image module](https://emotiva.it/wp-content/uploads/2023/05/Screenshot-2023-05-17-alle-10.28.26-186x300.png)
![Image module](https://emotiva.it/wp-content/uploads/2023/05/Screenshot-2023-05-17-alle-12.16.24.png)
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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![Image module](https://emotiva.it/wp-content/uploads/2023/05/2-1.jpg)
![Image module](https://emotiva.it/wp-content/uploads/2023/05/1-1.jpg)