Guerrilla power in digital advertising: A qualitative study on AI-driven CGI ads and generation z

Abstract

Introduction and Purpose: The growing influence of artificial intelligence has reshaped creative production in advertising, both globally and in Türkiye. Tools based on generative AI and machine learning now assist advertisers in producing multimedia content—from text and visuals to video and sound—while offering new creative possibilities. One of the most visible outcomes of this shift is the increasing use of computer-generated imagery (CGI). Once reserved for high-budget productions, CGI is now used widely, especially in campaigns that aim to attract attention through striking visuals and immersive storytelling (Bhatt & Gupta, 2018). Its cost-effectiveness and creative flexibility have led to its recognition as a form of digital guerrilla advertising. Recent work (Alam, 2025) emphasizes CGI’s growing appeal among younger audiences, particularly Generation Z. In light of this, the present study aims to explore how AI-generated CGI ads influence Gen Z consumers' perceptions of brand credibility and their purchasing decisions. Materials and Methods: This qualitative study was conducted with 14 Gen Z participants (7 males -7 females), all university students aged 20-24. Data was collected through face-to-face semi-structured interviews between February 22 and May 7, 2025. Thematic analysis was employed to examine participants’ perceptions of CGI advertising. Results: Findings reveal that participants perceive CGI ads visually appealing, creative, and technologically advanced. While these ads enhance interest in products, purchasing decisions are primarily shaped by content quality, emotional connection, and trust in the brand. Social media sharing of such content tends to remain within private circles with limited public engagement. Discussion and Conclusion: The study indicates that Generation Z finds computer generated advertising engaging; however, purchasing decisions are influenced by content quality and brand trust. CGI can be effective when paired with authentic and emotional messaging.