THE INFLUENCE OF AUTHORSHIP INFORMATION ON THE PERCEPTION OF GRAPHIC MEDIA MESSAGES

At a time of increasing use of artificial intelligence (AI) in the design and shaping of media messages, it is important to understand how people perceive messages shaped by artificial intelligence compared to those created without the help of artificial intelligence. This article investigates whether authorship information (AI vs. designer) affects the perception and evaluation of graphic messages. The goal of the research is to determine whether information about authorship can become part of a communication strategy that achieves a better connection with the content and can have a marketing value that contributes to shaping the desired image. An experimental study was conducted with randomly selected participants, divided into two groups. The first group rated graphic messages that were told they were designed by an AI, while the second group rated the same messages with the information that they were designed by designers without the help of AI. Questionnaires with a Likert scale were used to assess aesthetic value, creativity and overall impression. The results of the research are presented through descriptive and inferential statistics to understand the perception of the participants. The research results provide a basis for further research and practical applications in design practice and marketing communication, with the aim of optimizing the use of AI technology in design