Comparative Analysis of Consumer Trust in AI-Generated Advertising

Sammanfattning

Generative artificial intelligence (Gen AI) is becoming more common in advertising, offering faster and more cost-effective content creation. However, consumers may react negatively to AI-generated ads due to concerns about trust and credibility. This study explores whether brand familiarity affects consumer trust and emotional response to AI-generated advertisements. A quantitative experiment was conducted through an online survey with 88 participants in Sweden. Participants viewed identical AI-generated advertisements from either a familiar brand (Lipton) or an unfamiliar fictional brand (Zestra). The study measured trust, emotional response, attitude toward the advertisement, and purchase intention. The findings show that brand familiarity can influence how consumers evaluate AI-generated advertisements and may play an important role in building trust. This research provides useful insights for companies using AI in marketing while aiming to maintain positive consumer perception.