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Human or AI
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Resumo(s)
Marketers have long created advertisements using persuasion, narrative techniques, artistic expression, and emotional resonance. But what happens when brands begin using Artificial Intelligence to develop these same messages? Generative AI is already used by 42% of marketing teams (Singla et al., 2025), with 80% of digital advertisers employing it to produce content (Beis, 2025). As adoption grows, so does the tension between human creativity and machine intelligence, fueling debate about how consumers interpret AI-generated advertising. While prior research has examined ads where AI authorship is explicitly disclosed (Wu et al., 2025), no studies have explored how consumers respond when AI is used to generate advertisement copy without disclosure and if there is any influence based on the experience the user already has with the technology. This raises important questions about how perceived authorship influences instrumental variables linked to purchase intention, such as relevance and credibility. Understanding these dynamics is crucial for advertisers seeking to integrate AI tools without compromising message effectiveness or consumer trust.
Descrição
de Almeida Diogo, D. (2025). Human or AI: How Perceived Advertising Authorship Influences Perceptions and Behaviors in Social Media - a PLS-SEM Study [poster]. Poster session presented at Data Research Meetup by MagIC, Lisboa, Portugal. --- This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UID/04152/2025 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS - https://doi.org/10.54499/UID/04152/2025 (2025-01- 01/2028-12-31) and UID/PRR/04152/2025 https://doi.org/10.54499/UID/PRR/04152/2025 (2025-01-01/ 2026-06-30)”.
Palavras-chave
SDG 9 - Industry, Innovation, and Infrastructure