The impact of AI-generated advertisement on consumer trust, loyalty and emotional connection to a brand : examining the moderating role of transparency, brand familiarity and the mediating role of perceived authenticity

Solovjov, Emilia

http://hdl.handle.net/10400.14/55755

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Authors

Solovjov, Emilia

Advisor(s)

Estarreja, Maria

Abstract(s)

Artificial intelligence (AI) is taking an increasingly central position in advertising and has the potential to help brands develop and optimize their communications in new ways. As AI-generated content becomes more integrated into everyday life, companies are looking for ways to incorporate it. However, this shift raises questions about how consumers will respond to AI-made advertising. Although AI promises innovation and efficiency, it can damage the relationship between brands and consumers by triggering scepticism. This study examines the impact of AI-generated advertising on trust, loyalty and emotional brand connection. As these factors are closely linked to the success of a brand, this paper examines whether the use of AI influences them positively or negatively. Using an experimental design, 238 participants were shown AI-generated adverts with variety in brand familiarity and AI transparency. The results show that AI-generated advertising increases brand loyalty but significantly reduces trust and emotional attachment. Contrary to expectations from previous literature, brand familiarity did not reduce these effects. While the manipulated transparency level showed no effect, perceived transparency strongly influenced consumers' positive reactions. Consumers who used AI more frequently responded more critical. These results show that AI advertising is not necessarily negative, but that brands need to use it with caution. Trust and emotional connection can be damaged if authenticity is lacking, or the usage seems forced. To avoid negative effects, brands should focus on perceived transparency, ethical communication and thoughtful integration of AI that matches their identity and the consumers' expectations.

A inteligência artificial (IA) está a assumir um papel cada vez mais central na publicidade e tem o potencial de ajudar as marcas a desenvolver e otimizar a sua comunicação. À medida que os conteúdos gerados por IA se tornam parte da vida quotidiana, as empresas procuram formas de os integrar nas suas estratégias. No entanto, esta mudança levanta questões sobre como os consumidores reagem à publicidade gerada por IA. Embora a IA prometa inovação, pode prejudicar a relação entre marca e consumidor ao gerar ceticismo. Este estudo analisa o impacto da publicidade gerada por IA na confiança, lealdade e ligação emocional à marca. Dado que estes fatores estão diretamente ligados ao sucesso de uma marca, avalia-se se a IA os influencia de forma positiva ou negativa. Utilizando um modelo experimental, 238 participantes viram anúncios gerados por IA com diferentes níveis de familiaridade com a marca e transparência da IA. Os resultados mostram que a IA aumenta a lealdade, mas reduz significativamente a confiança e a ligação emocional. Contrariamente à literatura, a familiaridade com a marca não reduziu estes efeitos. A transparência percebida, e não a transparência manipulada, teve maior influência nas reações positivas. Participantes com maior experiência com IA responderam de forma mais crítica. Os resultados mostram que a publicidade com IA não é necessariamente negativa, mas o seu sucesso depende da perceção de autenticidade, clareza na comunicação e adaptação à experiência do consumidor. Assim, a IA deve ser implementada com estratégica e foco na relação com o cliente.