Artificial Intelligence-Generated Content Authenticity Perception Nexus in Marketing

Abstract

AI has the potential to generate high-quality, customized content; however, most customers perceive the technology as less authentic, leading to trust issues (i.e. an Authenticity Paradox). This commentary examines how consumers perceive marketing content created using AI, specifically the interaction between authenticity, transparency, emotional engagement, and ethics. We emphasize the way AI-driven virtual influencers engage with demographics, the quality of marketing content, ethical conduct, and efficient communication, as well as address work relating to demographic disparities in AI acceptance. We recommend multidisciplinary work, advocating for the harmony between AI and human factors to maintain brand authenticity and long-term trust.