Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns
This study compared the efficacy of AI neuroscience tools versus traditional design methods in enhancing viewer engagement with political campaign materials from the Harris–Trump presidential campaigns. Utilising a mixed-methods approach, we integrated quantitative analysis employing AI’s eye-tracki...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-03-01
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| Series: | Informatics |
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| Online Access: | https://www.mdpi.com/2227-9709/12/1/30 |
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| author | Hedda Martina Šola Fayyaz Hussain Qureshi Sarwar Khawaja |
| author_facet | Hedda Martina Šola Fayyaz Hussain Qureshi Sarwar Khawaja |
| author_sort | Hedda Martina Šola |
| collection | DOAJ |
| description | This study compared the efficacy of AI neuroscience tools versus traditional design methods in enhancing viewer engagement with political campaign materials from the Harris–Trump presidential campaigns. Utilising a mixed-methods approach, we integrated quantitative analysis employing AI’s eye-tracking consumer behaviour metrics (Predict, trained on 180,000 screenings) with an AI-LLM neuroscience-based marketing assistant (CoPilot), with 67,429 areas of interest (AOIs). The original flyer, from an Al Jazeera article, served as the baseline. Professional graphic designers created three redesigned versions, and one was done using recommendations from CoPilot. Metrics including total attention, engagement, start attention, end attention, and percentage seen were evaluated across 13–14 areas of interest (AOIs) for each design. Results indicated that human-enhanced Design 1 with AI eye-tracking achieved superior overall performance across multiple metrics. While the AI-enhanced Design 3 demonstrated strengths in optimising specific AOIs, it did not consistently outperform human-touched designs, particularly in text-heavy areas. The study underscores the complex interplay between neuroscience AI algorithms and human-centred design in political campaign branding, offering valuable insights for future research in neuromarketing and design communication strategies. Python, Pandas, Matplotlib, Seaborn, Spearman correlation, and the Kruskal–Wallis H-test were employed for data analysis and visualisation. |
| format | Article |
| id | doaj-art-0fb43a4fa8cc44c9a780321baac7f55a |
| institution | OA Journals |
| issn | 2227-9709 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Informatics |
| spelling | doaj-art-0fb43a4fa8cc44c9a780321baac7f55a2025-08-20T02:11:26ZengMDPI AGInformatics2227-97092025-03-011213010.3390/informatics12010030Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential CampaignsHedda Martina Šola0Fayyaz Hussain Qureshi1Sarwar Khawaja2Oxford Centre For Applied Research and Entrepreneurship (OxCARE), Oxford Business College, 65 George Street, Oxford OX1 2BQ, UKOxford Centre For Applied Research and Entrepreneurship (OxCARE), Oxford Business College, 65 George Street, Oxford OX1 2BQ, UKSK Hub The Atrium, 1 Harefield Road, Uxbridge UB8 1PH, UKThis study compared the efficacy of AI neuroscience tools versus traditional design methods in enhancing viewer engagement with political campaign materials from the Harris–Trump presidential campaigns. Utilising a mixed-methods approach, we integrated quantitative analysis employing AI’s eye-tracking consumer behaviour metrics (Predict, trained on 180,000 screenings) with an AI-LLM neuroscience-based marketing assistant (CoPilot), with 67,429 areas of interest (AOIs). The original flyer, from an Al Jazeera article, served as the baseline. Professional graphic designers created three redesigned versions, and one was done using recommendations from CoPilot. Metrics including total attention, engagement, start attention, end attention, and percentage seen were evaluated across 13–14 areas of interest (AOIs) for each design. Results indicated that human-enhanced Design 1 with AI eye-tracking achieved superior overall performance across multiple metrics. While the AI-enhanced Design 3 demonstrated strengths in optimising specific AOIs, it did not consistently outperform human-touched designs, particularly in text-heavy areas. The study underscores the complex interplay between neuroscience AI algorithms and human-centred design in political campaign branding, offering valuable insights for future research in neuromarketing and design communication strategies. Python, Pandas, Matplotlib, Seaborn, Spearman correlation, and the Kruskal–Wallis H-test were employed for data analysis and visualisation.https://www.mdpi.com/2227-9709/12/1/30neuromarketingAI eye-trackingpredictCoPilotneurodesignpredicting human behaviour |
| spellingShingle | Hedda Martina Šola Fayyaz Hussain Qureshi Sarwar Khawaja Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns Informatics neuromarketing AI eye-tracking predict CoPilot neurodesign predicting human behaviour |
| title | Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns |
| title_full | Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns |
| title_fullStr | Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns |
| title_full_unstemmed | Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns |
| title_short | Human-Centred Design Meets AI-Driven Algorithms: Comparative Analysis of Political Campaign Branding in the Harris–Trump Presidential Campaigns |
| title_sort | human centred design meets ai driven algorithms comparative analysis of political campaign branding in the harris trump presidential campaigns |
| topic | neuromarketing AI eye-tracking predict CoPilot neurodesign predicting human behaviour |
| url | https://www.mdpi.com/2227-9709/12/1/30 |
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