Along with the accelerated developments we are witnessing today in the artificial intelligence (AI) field, a surge of academic studies is attempting to comprehend the correlation of AI to their disciplines. Marketing studies, for example, have been interested in exploring how AI supports and enhances decision making through Big Data and Machine Learning (Erevelles et al., 2016; Cui et al., 2006; Turban et al., 2008) and understanding consumer behavior (Filieri & Mariani, 2021; Hofacker et al., 2016). Furthermore, studies focusing on social media marketing in relation to AI have also focused on analyzing content to identify patterns of customer behavior and attitudes (Choi et al., 2018; Xiang et al., 2017) and customization of message according to customers’ profiles (Huang and Rust 2020). Only a few studies focused on the impact of AI on generating content such as (Hsu and Liou 2021)and proposed that AI would support the generation of enhanced content which would influence consumers’ attitudes. Nonetheless, in this paper we argue that like any marketing stimuli, first, AI generated content must be assessed for its fitness for the business objectives. Second, AI generated messages must be tested for its effectiveness. Accordingly, this paper proposes a model that could be utilized to assess the impact of AI generated visuals on customers’ attitude towards the campaign. Data is collected from a real-life case study of a university that used Midjourney, an AI software program, in generating the visual content for its digital marketing campaign. In doing so, this paper contributes to the theory of higher education marketing in addressing AI capabilities in generating marketing strategy.
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