AI u odnosu na ljudsko stvaranje sadržaja na Instagramu: ishodi angažmana i percepcije potrošača
DOI:
https://doi.org/10.15291/oec.4845Ključne riječi:
marketing na društvenim mrežama, angažman na Instagramu, umjetnička inteligencija, stvaranje sadržaja, preferencije potrošačaSažetak
U radu se istražuje usporedna učinkovitost sadržaja nastalog kao rezultat ljudskog stvaranja i sadržaja generiranog pomoću AI na Instagramu, fokusirajući se na metrike angažmana i preferencije potrošača. Cilj je utvrditi može li AI izjednačiti ili nadmašiti ljudsko stvaranje sadržaja u pogledu dosega, interakcije i percipirane kvalitete. Provedeno je istraživanje na Instagram računu s 770 pratitelja. Ukupno je objavljeno dvanaest postova s jednom slikom (12 ljudski stvoreno, 12 generirano pomoću AI) u izmjeničnom slijedu. Podaci o angažmanu prikupljeni su putem Instagram Insights-a i analizirani pomoću Mann-Whitney U testa. Osim toga, provedene su dvije ankete putem Instagram Storyja kako bi se utvrdilo koji su elementi postova (slika, opis, recept) imali najznačajniji utjecaj na angažman. Rezultati su pokazali da sadržaj generiran pomoću AI može proizvesti usporedive rezultate u pogledu lajkova, komentara, dijeljenja, spremanja, dosega, impresija, stope angažmana i rezultata angažmana. Sadržaj stvoren ljudskim stvaranjem izazvao je više komentara i impresija hashtagova, dok je sadržaj generiran pomoću AI rezultirao većim brojem posjeta profilu i većim dosegom među osobama koje nisu pratitelji. Rezultati anketa pokazali su da su vizualni prikazi bili glavni faktor koji je pokretao angažman sa 64%, slijedeći recept/informacije s 26% i opisi s 10%. Potrošači su pokazali veću preferenciju prema ljudskim vizualnim prikazima i receptima, iako su opisi generirani pomoću AI bili privlačniji. Ovi rezultati sugeriraju komplementarne rezultate, što ima utjecaja na strategije sadržaja. Važno je napomenuti da je istraživanje bilo ograničena na jedan Instagram račun unutar kulinarske niše, koristeći statične postove sa slikama. Stoga rezultati možda nisu primjenjivi na druge industrije, platforme ili formate sadržaja. Također, mogući učinci platforme, poput shadow banning-a, zajedno s ograničenjima AI alata u generiranju specifičnih jela, mogli su utjecati na rezultate. Buduća istraživanja trebala bi ispitati različite industrije, platforme i formate sadržaja kako bi istražila dugoročne učinke AI u stvaranju sadržaja.
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