Researchers in Michigan State University’s Department of Advertising and Public Relations have received a $35,000 grant to examine whether emerging advertising strategies, including the use of artificial intelligence, can improve digital marketing for horticultural businesses.
Horticultural Research Institute awarded the grant to Juan Mundel and Patricia Huddleston along with their collaborators.
The research will explore how social media advertising, personalization and AI-generated imagery influence consumer perceptions and purchasing behavior in the horticultural market.