AI 광고의 사용자 경험 확장 연구

One of the most prominent technological innovations in the post-pandemic era is Generative AI. In the rapidly evolving technological landscape, Generative AI has developed into an increasingly sophisticated and powerful tool, with various application cases emerging, particularly in the advertising sector. This study explores how AI advertising expands user experience and conducts a comprehensive analysis based on the five types of values in the Theory of Consumption Values: functional, social, emotional, epistemic, and conditional values. The findings indicate that, in terms of functional value, AI advertising effectively implements efficiency and precision; however, there is a need to communicate these technological strengths more clearly to consumers. Regarding social value, strengthening connections with specific consumer groups and delivering messages that resonate across diverse generations was found to be critical. For emotional value, it is emphasized that enhancing emotional storytelling alongside technological excellence is necessary to foster a deeper emotional connection with consumers. Epistemic value highlights the need to emphasize the uniqueness and differentiation of AI technology to attract consumer interest. Lastly, conditional value stresses the importance of maintaining contextual relevance while delivering sustainable messages to ensure long-term campaign effectiveness. Through case analysis, this study systematically evaluates the user experience value provided by AI technology in advertising. By doing so, it offers a foundation for the development of advertising strategies, holding both academic and practical significance. Furthermore, the study's multi-dimensional analysis of the expansion of user experience in AI advertising provides insights into strategic approaches for future AI-driven advertising campaigns.