Automatic Feature Engineering: Getting an Insight of Consumers’ Attitudes towards AI-Generated Advertising

With the rise of artificial-intelligence driven large language models, an increasing number of marketing tasks are being delegated to generative AI. But consumers’ attitudes towards AI-generated advertisements are quite ambivalent, meriting exploration. This study has collected a dataset of human attitudes towards AI advertisements and has applied two automatic feature mining algorithms from machine learning to extract two sets of generated features, consistency and dynamism. Furthermore, by integrating expertise from the marketing domain, the study explores the interpretability behind the high-order features, representing a cutting-edge attempt to address business problems with machine learning and feature engineering. (Abstract)