Marketing Science 2026

Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising

Remi Daviet^1,2; Yohei Nishimura^1,2

¹ University of Wisconsin System · ² University of Wisconsin–Madison

Abstract

Creating high-performing, brand-aligned advertising visuals is challenging; we develop a generative AI framework using Bayesian active learning to efficiently discover effective designs.

DOI

10.1287/mksc.2024.1130

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓