Using Large Language Models to Create AI Personas for Replication, Generalization and Prediction of Media Effects: An Empirical Test of 133 Published Experimental Research Findings

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This report analyzes the potential for large language models (LLMs) to expedite accurate replication and generalization of published research about message effects in marketing.

• LLM-powered participants (personas) were tested by replicating 133 experimental findings from 14 papers containing 45 recent studies published in the Journal of Marketing.
• For each study, the measures, stimuli, and sampling specifications were used to generate prompts for LLMs to act as unique personas.
• The AI personas, 19,447 in total across all of the studies, generated complete datasets and statistical analyses were then compared with the original human study results.