"Do you even have any passion for your job?" : Gen Z consumer attitudes towards AI-generated visual content in advertising

Sammanfattning

The rapid rise of generative artificial intelligence (GAI) has transformed the advertising landscape, enabling practitioners to generate visual content for advertisements faster than ever. This study explores Generation Z consumers’ attitudes toward AI-generated visual content in advertising and examines how such content affects their attitudes and perceptions of advertisement credibility. Drawing on theories such as the ABC model of attitudes, Source Credibility Theory, and the Elaboration Likelihood Model, 17 semi-structured interviews were conducted with Gen Z participants. Thematic analysis was used to discover a wide range of attitudes towards a selection of real life advertisements that incorporated AI-generated visual content. Key findings include perceptions of resistance, laziness and generally negative attitudes when the perceived effort of the advertisement is low. Conversely, when perceived effort was high due to additional contextual factors, the use of AI-generated visual content was more accepted. The study found multiple key factors that add to the understanding of attitudes and credibility in the context of AI-generated visual content, an area that thus far has remained relatively unexplored. The study highlights the importance of aligning AI-generated advertising content with Gen Z values of authenticity and transparency. Findings contribute to the emerging literature on attitudes and credibility towards AI in advertising and offer practical insights for advertisers, as well as highlighting broader implications.