AI-genererat marknadsföringsinnehåll och varumärkesautenticitet : En kvantitativ jämförelse mellan Generation X och Generation Z

Sammanfattning

As a result of the increased use of artificial intelligence (AI) in marketing, brand authenticity and consumer trust are being challenged. The purpose of this bachelor thesis is to investigate how AI-generated content affects perceived brand authenticity and trust, and whether affiliation with Generation X or Generation Z moderates this relationship. The study is based on a theoretical framework including Brand Authenticity Theory, Brand Trust, and the AI-authorship effect.Using a quantitative method through a survey, data was collected and analyzed using descriptive and analytical statistics to test the study’s hypothesis. The result show no statistically significant relationship between AI use and reduced authenticity but confirm a very strong relationship between authenticity and trust. Furthermore, it appears that Generation Z is more sensitive to the loss of human presence in marketing than Generation X. The study concludes that AI use does not pose a direct threat to brand authenticity if transparency and relevance are maintained. To build and maintain trust, companies should balance technical efficiency with a clear human presence. Keywords: AI-generated content, Brand authenticity, Brand trust, Generation X, Generation Z, Transparency, Human presence.