Trust Issues: AI Advertising Edition : A qualitative study of how advertising elements and AI disclosure levels influence perceived advertising credibility among consumers.

Sammanfattning

The increasing use of generative artificial intelligence (AI) in advertising has transformed how commercials are created and communicated to consumers. While AI-generated advertising offers advantages such as efficiency, scalability, and lower production costs, it also raises questions regarding authenticity, trust, and perceived advertising credibility. This study examines how advertising elements and disclosure levels in AI-generated commercials influence consumers perceived advertising credibility. A qualitative research approach was applied through semi-structured interviews with nine participants between the ages of 18 and 30 who regularly use AI technologies. Participants viewed two AI-generated commercials with different advertising styles and disclosure strategies before discussing their perceptions of credibility, authenticity, realism, emotional connection, and trustworthiness. The collected material was analysed through thematic analysis. The findings show that perceived advertising credibility in AI-generated commercials is shaped by the interaction between advertising elements and disclosure framing. Visual realism, relatable storytelling, human-like voice design, and coherent messaging contributed positively to credibility when the commercial appeared authentic, sincere, and believable. In contrast, exaggerated visuals, artificial emotional expression, robotic audio, and unclear messaging reduced credibility by making AI involvement more visible and weakening perceptions of human presence. Fully AI-generated disclosure often increased skepticism, particularly when the advertisement already appeared artificial or lacked human involvement. Human-supervised and AI-assisted framing reduced negative reactions by signalling responsibility, effort, and human control. The study concludes that credibility in AI-generated commercials is not determined solely by whether AI is used, but by how AI involvement is communicated and how successfully the advertising elements create perceptions of authenticity, sincerity, and human presence. The findings contribute to a broader understanding of consumer perceptions of AI-generated advertising and offer practical insights for organisations seeking to use AI in advertising while maintaining consumer trust and credibility.