Högskolan i Skövde

In a digitalized world, Artificial Intelligence (AI) is becoming an increasingly important player in marketing, raising questions about consumers’ experiences with the technology. This qualitative study highlights how Generation Z experiences AI-generated marketing, focusing on both functional and emotional dimensions. The study combines the technology-oriented Technology Acceptance Model (TAM) with emotional perspectives based on Norman’s theory of Emotional Design, to emphasize the need for a more holistic understanding of how consumers today experience AI marketing. The results of the 21 semi-structured interviews reveal an ambivalent attitude among consumers. AI is seen as an effective tool for everyday purposes, but its lack of humanity and empathy evokes distrust, concern and ambivalence. The experience of AI is influenced not only by functional usability and user-friendliness, but also by emotional factors such as authenticity, transparency and ethical responsibility. The study shows that trust in AI marketing is built through clear communication and respect for the consumer’s values and privacy. Future AI design should therefore combine technical efficiency and emotional engagement in order to create sustainable and ethically defensible relationships with consumers.