The Impact of Collaboration with AI Technology on Human Performance When Creating Twitter Ads Open Access

Abstract

Generative AI is now used to create many online ads, but it is still unclear how humans and AI can work together in an effective way. This study examines this question in the setting of short Twitter ads. We ran a multi-stage experiment with one hundred human writers and asked independent raters to evaluate ads produced in four conditions: fully human, AI-edited, human-revised with AI examples, and fully AI-generated content. The results show that human-written ads are more appealing and more relevant than ads created by a generative AI tool. The results also show that collaboration helps both sides. Human writers produce better ads after reading AI-generated content, and AI produces more natural text when its prompts include human-written examples.

Table of Contents

Contents

1. INTRODUCTION.

2. RELATED LITERATURE.

3. HYPOTHESES.

4. LAB EXPERIMENT.

5. METHODOLOGY.

6. RESULTS.

7. DISCUSSION AND CONCLUSION.

REFERENCES

Table 1. Descriptive Statistics For The Key Variables

Table 2. Demographic characteristics (N = 100)

Table 3. ANOVA results for Hypothesis 1 – humans vs. AI in creating Twitter ads

Table 4. ANOVA Results for Hypothesis 2 - Impact of AI-generated Content on Human-Written Ads

Table 5. ANOVA Results for Hypothesis 3 - Enhancing AI-generated Ads with AI-Generated Content

Table 6. Regression Coefficients for Output Relevant

About this Master's Thesis

Rights statement

• Permission granted by the author to include this thesis or dissertation in this repository. All rights reserved by the author. Please contact the author for information regarding the reproduction and use of this thesis or dissertation.

School	Laney Graduate School
Department	Business
Subfield / Discipline	Information Systems & Operations Management
Degree	M.S.
Submission	Master's Thesis
Language	English
Research Field	Information Science
Keyword	Human–AI Collaboration Text Analysis Generative Artificial Intelligence Creativity Augmentation
Committee Chair / Thesis Advisor	Ragiv Garg, Emory University
Committee Members	Jesse  Bockstedt, Emory University

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