När AI blir kreatören

Sammanfattning

This study explores how young consumers perceive and interpret AI-generated video advertisements designed to resemble user generated content (UGC) on social media. As digital marketing has shifted toward more interactive and relationship-oriented communication, authenticity and credibility have become central factors influencing audience attitudes, while advances in generative AI now enable content that closely mimics human expression and challenges traditional notions of genuine communication. A qualitative research design was employed using semi-structured interviews in which participants were exposed to AI-generated video material in a UGC-like format, and the data were analyzed through thematic analysis and interpreted using authenticity theory, Barthes semiotic framework and the concept of Technology Acceptance Model. The study provides insights into how authenticity and credibility are constructed in relation to AI-generated content, as well how individuals' Acceptance of AI shapes their interpretations and acceptance, contributing to a deeper understanding of marketing communication in an increasingly AI-driven social media landscape.