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Seeing Is Not Perceiving: When Synthetic Consumers Can and Cannot Pretest Visual Marketing

arXiv · AI, language, vision and robotics · article · Sep 22, 2026 · UTC

Marketers now deploy generative AI agents as synthetic consumers to pretest visual assets such as logos, packaging, and advertising at a fraction of human-panel cost. However, this procedure assumes that a model seeing a visual cue can also perceive its consumer meaning, which is largely untested. We stress-test the assumption using six canonical visual marketing experiments, varying the two levers managers control: model generation (GPT-4o-mini vs. GPT-5.4-mini) and input format (plain text vs. JSON). Every resulting configuration passed the manipulation checks; however, none of the configura

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