From Human to Machine: Exploring how consumers negotiate authenticity in advertising generated by Artificial Intelligence

Sammanfattning

Artificial intelligence (AI) is transforming marketing and advertising practices, particularly through the growing use of generative artificial intelligence (Gen AI) in advertising content creation. While existing research has mainly focused on outcomes such as advertising effectiveness and consumer attitudes, limited attention has been given to how consumers negotiate authenticity in AI-generated advertising. Addressing this gap, this study explores how consumers negotiate authenticity when interpreting AI-generated advertising. Using a qualitative and inductive approach, semi-structured interviews were conducted with ten participants exposed to AI-generated and human-created advertising stimuli, and the empirical material was analysed through thematic analysis. The findings show that participants generally perceived AI-generated advertisements as less authentic due to lower emotional connection, relatability, trust, and transparency. However, participants were not entirely resistant toward AI in advertising, as acceptance depended on how AI was used and whether human presence and emotional realism were maintained. The study further identifies differing consumer positions, ranging from conditional openness toward AI-generated advertising to stronger resistance rooted in concerns surrounding deception and blurred distinctions between what is perceived as real and artificial. The study contributes by providing insight into how consumers negotiate authenticity in AI-generated advertising and how AI-generated characters shape perceptions of emotional connection, trust, and realism. The findings further provide practical implications for brands and marketers using AI-generated content, while highlighting opportunities for future research concerning evolving consumer perceptions of authenticity in AI-generated advertising.