Audience Responses to Advertisements Using Artificial Intelligence: A Case Study on Film Promotion

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Published: Apr 28, 2026
Issue:
Vol 6 No 1 (2026): Contemporary Journal on Business and Accounting (CjBA)
DOI: https://doi.org/10.58792/cjba.v6i1.83
Section:
Articles
Keywords:
Artificial Intelligence, Audience Response, Marketing Communication, Film Advertising, Social Media
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Main Article Content

Ana Rimbasari Universitas Siber Muhammadiyah, Indonesia
Aghnia Thahira Universitas Siber Muhammadiyah, Indonesia
Amalina Nur Arifah Universitas Siber Muhammadiyah, Indonesia

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.

Article Details

How to Cite
Rimbasari, A., Thahira, A., & Arifah, A. (2026). Audience Responses to Advertisements Using Artificial Intelligence: A Case Study on Film Promotion. Contemporary Journal on Business and Accounting, 6(1), 1-15. https://doi.org/10.58792/cjba.v6i1.83

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