AI-generated versus human-filmed clips: cognitive and sensory mechanisms in gastronomic experience activation

Purpose This study aims to examine how AI-generated versus human-filmed clips influence gastronomic experience activation, conceptualized as an embodied cognitive, affective, conative and sensory response to food rituals, taste perception and dining culture. Grounded in cognitive architecture, the study explores how different media formats shape experiential engagement and influence behavioral responses within the dining experience. Design/methodology/approach This study comprises two sequential and conceptually progressive experiments. Study 1, grounded in cognitive load theory, compares human-filmed and AI-generated clips of food and dining scenes, assessing their impact on experiential engagement (sensory, affective, intellectual) and gastronomic experience activation (i.e. venue awareness, culinary learning, visit intention), with prior awareness as a moderator. Building on these findings, Study 2 draws on embodied cognition theory to further examine how sensory enhancement shapes the relationship between clip type and hospitality-related outcomes through experiential engagement. Findings Across two experiments, human-filmed clips consistently outperformed AI-generated clips in enhancing experiential engagement and gastronomic experience activation for both novice and knowledgeable participants. In Study 2, higher perceived sensory enhancement amplified the indirect effect of clip type on gastronomic experience activation through experiential engagement. Originality/value This study reframes cognitive load theory and embodied cognition theory within hospitality media, showing that emotional authenticity (not algorithmic polish) drives engagement with dining venues and experiences. Practical guidance is offered for hospitality marketers and AI developers on when human-filmed content should lead and how multisensory cues can elevate campaign effectiveness.