COMPARATIVE ANALYSIS OF AI PREDICTION RESULTS AND EYE TRACKING METHOD IN EXAMINING THE EFFECTIVENESS OF WEB ADVERTISEMENTS
DOI:
https://doi.org/10.24867/29EF02JanjicKeywords:
Artificial Intelligence, usability design testing, AI prediction tools, native adsAbstract
The objective of this study is to investigate the effectiveness of advertisements and how different stimuli affect users' visual attention, as well as to determine the accuracy of AI prediction software by comparing the obtained results with those acquired through the Eye Tracking method. The research confirmed that both approaches can provide valuable insights into the effectiveness of web advertisements, but they differ in accuracy and the level of detail they offer. The analysis showed that AI tools are very useful in the early stages of ad design when it is necessary to quickly test different variants. AI predictions allow designers to quickly identify potential issues and adjust the design before investing significant resources into detailed research with the Eye Tracking method.
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