Enhancing Framing Effects Through AI Prompt Engineering: The Role of Human–AI Co-Creation and Brand Familiarity

Our study addresses a significant research gap in AI prompt engineering and audience subject familiarity. Our online experiment shows that audiences unfamiliar with the brand are less sensitive to AI-generated marketing content compared to familiar audiences. However, increasing human effort in AI prompt engineering and human-AI co-creation can mitigate these negative effects. These findings extend framing theory to include AI prompt engineering and suggest that human-AI co-creation can reduce negative effects among brand-familiar audiences. Additionally, a human prompter can guide the AI to generate more compelling messaging by highlighting specific factors or dimensions. Our study offers important future research avenues and practical implications for practitioners co-creating content with AI tools. We emphasize the importance of skilled personnel and continuous staff education, training, and self-motivation to gain a competitive advantage in the rapidly evolving AI landscape.