Geo-targeted GenAI content: Improving engagement with contextually relevant visuals

Every behaviour we study happens in a socio-cultural, economic, political and physical context that is shaped by geography. Put differently: where we are matters for who we are, whom we meet and whom we identify with. Geography, combined with Generative AI, offers a powerful mean to create personalised and relatable content.  As part of our pilot study, we utilised GenAI to create location-based personalised educational content, that we compared non-location-personalised GenAI created content, as well as to generic non-GenAI created content. This study aims to understand i) changes in efficacy, defined as objective recall, as well as subjective experience measures, ii) the underlying process of those changes, measured through mobile-based eye tracking to understand how engagement patterns change, as well as the iii) boundary conditions of these changes, investigated through a personality lens. Pilot results highlight different attention patterns when engaging with personalised content, as well as changes in retention of the material, highlighting the potential of personalised content at scale based on location.

Biography
Andrés Gvirtz is a Lecturer (Assistant Professor) in Marketing Technology & Innovation at King‘s College London and a Research Affiliate at the King's Institute for Artificial Intelligence. He has two main research streams, with his first research stream focusing on Generative AI as a disruptor in the personalisation space. His second research stream focuses on ‘who’ and ‘where’ consumers are, aiming to improve our understanding of consumer behaviour by combining personality data (who) with spatial information (where). Andrés advises several technology start-ups and routinely collaborates with companies, e.g., with Nokia Bell Labs.

Language: English
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Host: IBT-HSG