Gonçalves, Ana Rita da CunhaCarvalho, Rita Maia Nascimento2025-11-072025-10-27http://hdl.handle.net/10362/190254Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceWhile the use of AI in marketing content is increasingly common, less is known about the effects of AI disclosure in video advertising. An experimental design with 246 participants was conducted to understand the effects AI disclosure (vs non-disclosure) have on purchase intentions, while trying to study how AI smart technology easiness and the level of human-likeness can impact these results. The results show that AI Disclosure alone does not affect consumers’ purchase intentions. However, perceived ease of use of AI smart technologies emerged as a significant mediator, meaning consumers are more likely to make a purchase when they perceive AI technologies as easy to use. In contrast, perceived humanity, the degree to which AI content is seen as human-like, did not moderate the relationship between AI disclosure and purchase intentions. These findings suggest that consumers’ reactions are less about the transparency of AI generation and more about their own perceived easiness to use AI technologies. This study contributes to the literature by extending the Technology Acceptance Model (TAM) to AI-generated advertising, showing that while AI disclosure does not directly affect purchase intentions, it increases perceived ease of use of AI smart technologies, which positively influences purchase intentions. Contrary to earlier studies suggesting negative impacts of AI in advertising. Findings reveal no AI aversion in video ads and challenge the assumption that human-likeness drives consumer intent. Marketers are encouraged to simplify user experiences and tailor educational campaigns to enhance the levels of technological readiness, in order to increase the effectiveness of AI-generated advertising.engArtificial Intelligence DisclosureAI smart technologyHuman-likenessPurchase IntentionsVideo advertisementsSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis204070376