Impact of AI-Generated Tourism Ads on Consumer Intent in Indonesian Market Using PLS-SEM

The integration of artificial intelligence (AI) in digital marketing has revolutionized consumer engagement, particularly through AI-generated advertisements. Despite growing applications, the effectiveness of these ads in influencing consumer behavior remains an area of ongoing exploration. This study investigates how AI-generated tourism advertisements affect the intention of Indonesian consumers to visit China. A quantitative experiment with 118 participants was conducted, using a structured questionnaire for data collection. The analysis applied Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software to examine the relationships between AI content characteristics and consumer intent. Results indicate that novelty and perceived eeriness of AI-generated advertisements significantly influence consumer travel intentions. Additionally, the synthesis of artificial elements in the ads impacts perceived eeriness, which indirectly affects travel intent. These findings suggest that while AI-generated advertisements can enhance novelty, addressing perceptions of eeriness is crucial for optimizing consumer engagement. This research contributes to the understanding of AI-driven digital marketing and provides valuable insights for tourism marketers aiming to improve the effectiveness of AI-based campaigns, while also supporting the Uncanny Valley theory in marketing applications.