Högskolan i Skövde

Generative AI is increasingly used in marketing to automate content production. This thesis explores how consumers respond to AI-generated advertising, focusing on trust, authenticity, and emotional tone. Using a qualitative design, sixteen university students were interviewed after viewing AI-generated ads from IKEA and Volvo. Thematic analysis revealed five patterns: emotional detachment, scepticism about authenticity, conditional trust, privacy concerns, and demographic variation. Participants often described the content as emotionally flat or manipulative, particularly after AI authorship was disclosed. These findings suggest that emotional realism, transparency, and perceived intent shape consumer acceptance of automated marketing. The study contributes to understanding the psychological and ethical friction introduced by AI in brand communication.