Uncanny Awards

Abstract

The use of generative AI (genAI) is rapidly evolving, increasing its role in the creation of content such as text and images. However, this raised ethical concerns related to ownership, perceived value, efforts, and reputation, especially when such content is awarded and recognized by others. Prior research suggests that consumers often attribute less integrity, authenticity, and value to content created by machines. These perceptions may reflect implicit biases, as people tend to assign credit based on who they believe put more efforts. • This research explores how individuals perceive awarded and recognized content that is created by humans (vs. AI involvement), based on theories of psychological ownership perceived ethicality. (Costa Pinto et al., 2019; Peck & Shu, 2009; Puntoni et al., 2021; Valenzuela et al., 2024) This research hypothesis H1: Perceived value, ownership, and reputation will be higher when content is created by a human, compared to when it involves AI (Human-AI co-creation or AI only). H2: The effect of content source (human vs. AI involvement) on perceived value, ownership and reputation will be mediated by perceived ethicality, authenticity, uniqueness, integrity and efforts of the blog post.