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The Impact of AI-Personalized Images in Advertisement: Building Trust with Perceived Effort and Perceived Ethicality in E-Commerce
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Orientador(es)
Resumo(s)
As artificial intelligence (AI) continues to shape the future of digital marketing, brands are
exploring new ways to connect with consumers on a more personal level. A growing trend
involves using AI to generate customized advertising images that not only capture attention
but also evoke the feeling of human creativity. This study investigates how personalized
images produced by artificial intelligence affect trust in digital advertising. A quantitative
survey is conducted measuring perceived effort, perceived ethicality, trust, and familiarity
with AI. The findings reveal that when consumers perceive more effort behind an AI-created
advertisement, they are more likely to trust it—especially when the ad also feels ethically
sound. Interestingly, how familiar people are with AI does not seem to change this relationship
of perceived effort and trust. The research offers guidance for digital marketers looking to use
emerging technologies in thoughtful and responsible ways. At the same time, it highlights the
need for future research in real-world settings to better understand how people respond to
the evolving relationship between technology, ethics, and consumer perception.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence Advertisement Trust Perceived Effort Perceived Ethicality SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure