Consumer Attitudes Towards GenAI Advertisements

This research focuses on the attitudes of potential consumers towards generative artificial intelligence (GenAI) advertisements, employing a multi-experimental approach based on engagement to shed light on how e-marketers should leverage novel technological tools in the age of human-AI co-creation to enhance brand favorability. The experimental findings indicate the continued adaptiveness of concepts such as in-group bias, IKEA effect, and social identity theory in the GenAI era, demonstrating that (a) consumers' awareness of AI authorship (b) their level of participation in the co-creative process and (c) their perceived authenticity, significantly influence their attitudes. This study expands the boundaries of theories previously confined to human populations and provides pioneering practical guidance for AI co-creation in the realm of electronic commerce.