Effectiveness of generative AI and graphic design in fostering consumer engagement

Abstract

 This paper explores the effectiveness of generative artificial intelligence (GenAI) and its integration into graphic design as a tool to enhance consumer engagement. As digital marketing evolves, GenAI has emerged as a transformative force across industries, particularly in marketing and design. By producing tailored visuals, improving design efficiency, and enabling data-driven creativity, GenAI offers marketers new ways to connect with audiences. The study reviews GenAI's applications in marketing, its influence on consumer psychology, and the evolving role of graphic design in the digital age. Through a mixed-methods approach combining case studies and consumer interaction metrics, the paper evaluates how GenAI enhances customer experiences, brand loyalty, and campaign effectiveness. The proposed ‘DESIGN’ framework—Data-driven, Efficiency, Scalability, Interactivity, Guidance, and Novelty—illustrates AI’s multifaceted contributions to branding. While GenAI streamlines workflows and increases accessibility for non-designers, it also raises ethical concerns regarding authenticity, originality, and creative redundancy. The research highlights gaps in current literature regarding GenAI’s impact on marketing strategies and consumer behaviour, especially in the visual domain. The findings suggest that although GenAI significantly boosts consumer engagement, ethical considerations must be addressed to preserve consumer trust and creative integrity. This paper serves as a foundation for future exploration of AI’s role in shaping marketing, design innovation, and user experience.