Vorobeva, DarinaPylarinou, Aspasia2025-11-182025-11-182025-11-03http://hdl.handle.net/10362/190940Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsAs 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.engArtificial IntelligenceAdvertisementTrustPerceived EffortPerceived EthicalitySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis204071089