ISSN (print) - 0131-7652

ISSN (online) - 2686-7605

Vol. 56 No. 4 (2026)
NEW TECHNOLOGIES

Communicative Efficiency and Artificial Intelligence: Lessons from an Experiment

Requires Subscription or Fee PDF (Русский) (RUB 200)
  • E.M. Kaz,
  • Zh.N. Zenkova
E.M. Kaz
National Research Tomsk State University; Institute of Economics and Management
Zh.N. Zenkova
National Research Tomsk State University; Institute of Applied Mathematics and Computer Science
DOI: https://doi.org/10.30680/ECO0131-7652-2026-4-230-246

Published 2026-08-03

Keywords

  • artificial intelligence; online advertising; communicative efficiency; performance; consumer preferences; marketing

How to Cite

1.
Kaz Е, Zenkova Ж. Communicative Efficiency and Artificial Intelligence: Lessons from an Experiment. ECO [Internet]. 2026 Aug. 3 [cited 2026 Aug. 6];56(4):230-46. Available from: https://ecotrends.ru/index.php/eco/article/view/4994

Abstract

This paper examines the impact of artificial intelligence (AI) technologies on the communicative effectiveness of online advertising. The study is based on A/B testing of advertising campaigns in the online education sector, launched on the YAdirect and VKontakte platforms both with and without the use of AI tools. The results showed that AI contributes to an increase in the audience’s perceptual and behavioral engagement and a reduction in the cost of customer acquisition on the YAdirect platform, but its effectiveness on the VKontakte platform is limited (the z-test of proportions and Welch’s t-test were used for the analysis). A dependency was also identified between the effectiveness of AI in advertising communications and the stage of communication as well as the density of semantic load. The use of AI can significantly improve technical performance and operational efficiency; however, this carries the risk of communicative devaluation – when the text becomes overly generalized, lacking the “voice” and depth necessary for authentic engagement with the audience.
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