A study by the Institute of Cybernetics, Business, and Society at ULPGC has analyzed the effectiveness of posters created with AI tools in organic campaigns on Instagram to encourage blood donation. The research examined 196 posters out of a total of 1,286 organic posts from the Canarian Institute of Hemodonación and Hemotherapy's Instagram profile between January 2023 and February 2024.
Engagement rates, which measure user interaction (likes, comments, saves), were calculated by dividing participation metrics by the post's reach, considered a more precise method than relying solely on follower count. Researchers also evaluated the accompanying texts (copys) and the characteristics of the images used, coding these elements to determine their influence on interaction.
The results indicate that posters generated by Generative Artificial Intelligence achieved higher engagement and showed a tendency to use appeals to users' solidarity and emotions. The authors suggest that AI can be a valuable tool for non-profit organizations with limited resources, helping to create visually coherent and emotional content, although they emphasize the importance of human supervision.
Professor Lorena del Pino Robaina Calderín highlighted that generative AI presents an opportunity for developing organic digital campaigns in the health sector. The findings of this work have been published in the journal Internet Research and also involved professors Josefa Delia Martín Santana and Andrés Fernández Martín, along with consultant Ángel Quintana Gómez. The research received funding from the Ministry of Science, Innovation and Universities and FEDER funds from the European Union.
