ATT KÄNNAS ÄKTA I EN ARTIFICIELL TID. En kvalitativ studie om Generation X:s och Z:s upplevelser av autenticitet i AI-genererad reklam

Sammanfattning

The rapid development of generative artificial intelligence (AI) has transformed theconditions for how advertising content is produced and perceived. While AI offers increasedefficiency and creative possibilities it also raises questions regarding authenticity, trust andemotional credibility in brand communication. This study examines how Generation X andGeneration Z perceive and interpret AI-generated advertising with a specific focus onexperiences of authenticity.Using Coca-Cola’s AI-generated version of the iconic Christmas commercial “Holidays AreComing” (2024) as a case the study explores how different generations relate to AI as acreative tool within a context strongly associated with tradition, nostalgia and emotionalstorytelling. The study is grounded in George E. Newman’s authenticity theory, whichconceptualizes authenticity through three dimensions: historical, categorical and value-basedauthenticity. The study is based on a qualitative research design and consists of twelvesemi-structured interviews, evenly distributed between respondents belonging to GenerationX and Generation Z.The findings show that both generations largely perceive authenticity as a subjective andemotional experience rather than as something determined by the production process itself.Authenticity is primarily described as something that “feels real” rather than something thatcan be objectively verified. AI-generated content is therefore not automatically perceived asinauthentic, provided that the advertisement successfully conveys a coherent, emotionallycredible and trustworthy atmosphere. However, notable generational differences emerge.Generation X tends to associate authenticity more strongly with historical continuity, traditionand human presence. Generation Z on the other hand demonstrates a more accepting attitudetoward AI as a creative tool and places greater emphasis on visual expression, mood andrelevance. For this generation, authenticity is less connected to origin and more closely tied toemotional resonance and contemporary relevance.Overall the study contributes to a deeper understanding of how authenticity is constructed andnegotiated in AI-generated advertising and highlights the importance of consideringgenerational perspectives when implementing AI-driven creative strategies in brandcommunication.