Högskolan i Skövde

The study investigates consumers’ visual perception of AI-generated advertising images compared to human-generated images, and whether transparency has an impact on this perception. With the rapid development of generative AI in marketing, it is becoming increasingly important to understand how consumers react to AI-generated content, such as advertising images. A qualitative study examines consumers’ perceptions and attitudes, and the analysis is based on theoretical frameworks such as Perception Process Model, Marketing Communication, Brand Authenticity and Trust, and AI Authorship.

The results show that AI-generated advertising images can effectively capture initial attention, but that they often fail to create a deeper emotional connection and perceived authenticity compared to human-generated images. A recurring theme was descriptions of AI-generated advertising images with words such as “unnatural” and “artificial”. This often led to an “uncanny-valley” effect that negatively affected the tonality and credibility of the image. The study also highlights that transparency plays a crucial role in how consumers perceive and accept AI-generated advertising images. It shows how consumers are more willing to accept AI-generated advertising if its origin is openly communicated by companies and does not try to hide it. It clearly shows that a lack of transparency is perceived as misleading, which not only damages the authenticity of the brand but also reduces trust in both the advertising and the company. Another theme that emerges in this study is that the effect of transparency cannot be classified as universal, but is considered to be context-dependent, where acceptance depends on factors such as product type and the depth of personal involvement conveyed by the images.

This study contributes empirical insights into consumer reactions to AI-generated advertising and emphasizes the importance of strategic transparency. It provides practical implications for marketers to be open about AI use and focus on delivering authentic and relevant AI-generated advertising. This is to build trust and avoid negative brand attitudes among consumers. The study's second main focus suggests that transparency could move from reducing risk to becoming a way for companies to stand out in a market where AI is becoming increasingly common.