Is Similarity in Advertising a Double-Edged Sword? The Role of AI-Generated Faces

Send us Fan Mail In this episode, we speak with Arno De Caigny (IESEG School of Management) to discuss his article, "Is Similarity in Advertising a Double-Edged Sword? The Role of AI-Generated Faces," coauthored with Gudrun Roose (Ghent University), published in the June 2026 issue of JAR. Arno explains the question driving the paper: decades of research show people respond better to ads featuring faces that resemble their own, and generative AI now makes it cheap to push that resemblance as ...