AI Generated vs. Human Generated Advertising: Effects on Perceived Authenticity, Brand Trust, and Consumer Evaluation

Artificial intelligence is increasingly used in advertising, yet its effects on consumer perceptions remain unclear. Grounded in priming theory and the Elaboration Likelihood Model (ELM), this study examined how advertisement source (AI vs. human) and disclosure influence perceived authenticity, brand trust, source credibility, purchase intention, brand fit, and advertisement evaluation. Participants viewed Volvo and Jeep advertisements under experimental conditions. Results indicated that AI-generated advertisements were perceived as less authentic, less trustworthy, and lower in source credibility, but only when participants correctly identified the source. Disclosure alone did not produce strong effects. No significant differences were found for purchase intention, brand fit, or advertisement evaluation. These findings suggest that AI primarily influences perceptions of credibility rather than overall advertisement effectiveness.