Generative Use Of Artificial Intelligence In Advertising: Youtube User Sentiment Analysis Through Coca Cola ‘The Holiday Magic Is Coming’ Commercial

Öz

Purpose: The rapid development of artificial intelligence, particularly generative artificial intelligence (GenAI), has significantly transformed the advertising industry. Multimodal GenAI systems capable of producing text, audio, images, and video have introduced new forms of creative experimentation. Within this transformation, audience responses play a crucial role in shaping how brands and professionals adopt and integrate GenAI into advertising practices. Accordingly, understanding the affective orientation reflected in audience discourse toward AI-generated advertisements has become an emerging research area. The primary objective of this study is to examine the sentiment distribution of viewer responses to a GenAI-produced advertisement. Design/methodology/approach: The research analyzes user comments on Coca-Cola’s “The Holiday Magic Is Coming” commercial, which was presented as generated with artificial intelligence. A total of 7,233 YouTube comments were collected and examined using MAXQDA PRO 2024 through automated sentiment analysis and complementary word frequency analysis. Findings: The findings indicate that viewer responses are not predominantly positive. Neutral sentiment constitutes the largest proportion of comments, while positive sentiment remains comparatively limited. The results suggest that audience discourse is oriented not only toward the narrative content of the advertisement but also toward the technological and ethical implications of GenAI use. Research limitations/implications: In expressions containing irony and sarcasm, the discrepancy between lexical units and their context limits the accuracy of dictionary-based analyses. Due to this limitation, the findings should be interpreted as a statistical reflection of semantic indicators rather than as a complete semantic inference. Practical implications: We propose a human-centered approach to AI integration in advertising. Framing generative AI as a collaborative tool that augments human creativity—rather than as an autonomous creator—may help mitigate perceptual resistance through transparent communication, ethical considerations, and an emphasis on creative intent. Originality/value: Overall, the study contributes to advertising research by linking large-scale sentiment analysis to discussions on authenticity, emotional resonance, and human–AI collaboration in creative production.

Anahtar Kelimeler

• Generative Artificial Intelligence
• Advertising
• Sentiment Analysis
• Audience Response

Kaynakça

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