VDO.AI has released a study showing that AI-generated advertisements perform at levels comparable to traditionally created ads, with campaign engagement influenced more by ad format and relevance than by the use of AI.
The study analysed around 200 campaigns across Connected TV (CTV), Online Video (OLV) and Rich-Media Display using VDO.AI’s campaign data. On CTV, AI-generated advertisements recorded a 92 per cent video completion rate compared with 90 per cent for non-AI creatives. In Online Video, AI-generated ads achieved a 71 per cent video completion rate against 70 per cent for non-AI ads. On Rich-Media Display, both AI and non-AI creatives recorded an average click-through rate of 0.30 per cent.
According to the study, the narrow difference in performance indicates that AI is no longer the primary factor influencing campaign success. Instead, immersive ad formats, contextual relevance and user experience play a larger role in attracting and retaining audience attention.
Arjit Sachdeva, Co-founder, VDO.AI, said the findings demonstrate that audiences engage with advertisements based on relevance, timing and experience rather than the method used to create them. He added that combining AI with human creativity and engaging ad formats helps brands create stronger consumer interactions.
Dr. Amit Kumar, Associate Professor and Area Chair, Marketing, Great Lakes Institute of Management, Gurugram, said AI is changing how creative work is executed while strategic decision-making remains human-led. He added that marketers who effectively combine AI with strategic thinking will be better positioned to deliver relevant customer experiences.
The study covered campaigns from sectors including automotive, consumer durables, fintech, consumer packaged goods and lifestyle. According to VDO.AI, the findings showed similar engagement patterns across these industries, indicating consistent performance of AI-assisted creatives across different advertising formats.
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