Artificial Intelligence as a Tool for Marketing Communication and Innovation in Bedroom Furniture Production

The study focuses on the impact of artificial intelligence (AI) on the creation of marketing communications in the furniture industry, specifically in the bedroom furniture segment, where research into consumer attitudes toward AI-generated content is still limited. The aim was to determine whether the method of creating marketing elements (AI vs. human) influences customer perception. The experiment involved the creation of a product name, advertising text, and visual presentation of a bedroom set by professional designers, students of marketing-oriented fields, and an AI system. The outputs were evaluated by Generation Z respondents. The data were analyzed using descriptive statistics and statistical hypothesis testing (Wilcoxon test). The results showed statistically significant differences between AI and professional processing. AI created visuals dominated in attractiveness and originality, while human proposals achieved better results in memorability and factual relevance of text advertising. The findings confirm that AI is a suitable support tool, but humans remain key in the area of visual and emotional communication.