Abstract
Automatic prediction of the aesthetic value of images has received increasing attention in recent years. This is due, on the one hand, to the potential impact that predicting the aesthetic value has on practical applications. Even so, it remains a difficult task given the subjectivity and complexity of the problem. An image aesthetics assessment system was developed in recent years by our research group. In this work, its potential to be applied in commercial tasks is tested. With this objective, a set of three portals and three real estate agencies in Spain were taken as case studies. Images of their websites were taken to build the experimental dataset and a validation method was developed to test their original order with another proposed one according to their aesthetic value. So, in this new order, the images that have the high aesthetic score by the AI system will occupy the first positions of the portal. Relevant results were obtained, with an average increase of 52.54% in the number of clicks on the ads, in the experiment with Real Estate portals. A statistical analysis prove that there is a significant difference in the number of clicks after selecting the images with the AI system.
Highlights
In a reality in which a large number of consumers are connected to the Internet, there are countless stimuli and options that they receive every day
The most outstanding result of this experiment is the fact that all the “aesthetic” sets surpass in clicks the “original” sets, both in portals and in real estate agencies
It should be noted that the average number of votes per image in the “aesthetic” sets of the three portals is very similar, which suggests that the three portals have images of similar aesthetic value, only that by default they are ordered with a different criterion
Summary
In a reality in which a large number of consumers are connected to the Internet, there are countless stimuli and options that they receive every day. On this basis, it is not surprising that more and more product choices are being made based on the aesthetic value and distinctiveness of visual design [1]. Aesthetics can contribute to the success of e-commerce and encourage desirable user behaviours such as spending more time browsing, exploring more varied products, responding better to promotional initiatives, and increasing the likelihood of purchase [5].
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