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All Journal Jurnal Manajemen Bisnis AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Bisnis Mahasiswa Jurnal IPTEK Bagi Masyarakat Contemporary Journal on Business and Accounting Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Science and Technology: Jurnal Pengabdian Masyarakat
Thahira, Agniya
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mechanical Engineering Physics Public Health Social Sciences Other

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Audience Responses to Advertisements Using Artificial Intelligence: A Case Study on Film Promotion Rimbasari, Ana; Thahira, Agniya; Arifah, Amalina Nur
Contemporary Journal on Business and Accounting Vol 6 No 1 (2026): Contemporary Journal on Business and Accounting (CjBA)
Publisher : Institut Transparansi dan Akuntabilitas Publik (INSPIRING)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58792/cjba.v6i1.83

Abstract

Purpose – This study examines audience responses to advertisements utilizing artificial intelligence (AI) in film promotion campaigns conducted via social media platforms. The advertisements employ AI technology to create interactive content for promotional purposes. Design/methodology/approach – The research adopts a qualitative descriptive approach through a case study method, data were gathered via in-depth interviews and analyzed using triangulation techniques. Findings – The findings indicate that the majority of audiences responded positively, perceiving the advertisements as innovative, engaging, and relevant to contemporary issues. AI-driven advertisements were considered effective in clearly conveying the intended message. However, some audiences faced difficulties in understanding the technical aspects of AI, with certain individuals unaware of its application in the advertisements. The campaign successfully enhanced audience engagement and reinforced the brand’s image as an innovative entity. Originality – This study offers insights into the effectiveness of AI in marketing communication strategies within the entertainment industry.
Co-Authors Arifah, Amalina Nur Desy Eliana Devi Wulandari Heru Kurnianto Tjahjono Indani, Farinza Tiara Lukman, Ranita Maharani, Vuan Muhamad Rosidin MUHAMMAD RIZAL Rimbasari, Ana Santosa Setyaputri, Khairina Eka Sulistyowati, Andita Susanto Susanto Tanjung, Afriansyah Ummah, Maela Khoirul Wicaksono Yuli Sulistyo Widjayanti, Rina Eka Widodo, Veri