Sudda ut gränsen mellan mänskliga bilder och AI-bilder

The rise of generative AI (GenAI) in fashion marketing offers efficiency in content creation, but raises concerns about authenticity, trust, and transparency, key drivers of consumer behavior. This study examines how varying levels of AI involvement (human, AI-assisted, and fully AI generated) and disclosure (i.e., whether or not the level of involvement is revealed) affect perceptions of authenticity, credibility, and product quality, and how these factors influence trust and purchase intent. Drawing on preliminary research, a pilot and a survey (n = 115), the study finds that completely AI-generated content lowers perceptions, particularly when disclosed. In contrast, AI-assisted content (AI-Twin) is perceived on a par with human-generated content. Trust mediates the relationship between perceptions and willingness to buy, while transparency has mixed effects. The findings offer guidance for brands to navigate GenAI.