Unveiling the Illusion: Generative Artificial Intelligence Disclosure Strategies and Consumer Responses

Although the public generally associates generative artificial intelligence (GAI) technologies such as deepfake with negative impressions such as deception, false information, and ethical risks, this highly realistic image synthesis technology also shows great potential in improving user experience and optimizing product display. However, if companies fail to conduct proper transparency management and information disclosure during use, consumers may feel deceived or even have a crisis of trust once they find that the content they see is artificially generated. Therefore, how to strike a balance between technological innovation and consumer’s trust has become an important issue that needs to be solved urgently. Based on this, this study starts from the perspective of consumer information transparency and draws from self-disclosure theory to systematically explore the impact of different disclosure strategies on consumer behavior. The research results will provide insight for companies to apply GAI technology responsibly.