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Author

André Gonçalves

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Open access Oct 2026

Eye-Tracking Analysis of Visual Attention and Preference in Human-Created, AI-Generated, and AI-Refined Human Advertisements

Generative artificial intelligence (GenAI) is increasingly used in advertising, yet its effects on visual attention and preference remain insufficiently characterized. This study compared human-created (H), AI-generated (AI), and AI-refined human (HAI) advertisements, the latter obtained by submitting human-created adv...

André Gonçalves, Margarida Afonso, Pedro Martins et al. · 0 citations

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