Exploring transparency, trust and scepticism among college students when disclosing artificial intelligence as a creative partner in social media content

The increasing integration of generative artificial intelligence (AI) into social media marketing has intensified debate over whether and how brands should disclose when AI is used as a creative partner. This exploratory study examines how voluntarily disclosing AI as a creative partner influences consumer perceptions of transparency, trust and scepticism, as well as attitudes and engagement behaviours toward posts and brands in social media contexts. Drawing on the construct of perceived brand transparency, voluntary disclosure of AI as a creative partner is seen as a way for brands to demonstrate openness and honesty, helping build consumer trust and reduce scepticism. An experimental betweensubjects design using a limited sample of college-age consumers (n = 133) tested two Instagram posts of a fictional brand (one disclosing AI as a creative partner, and the other without disclosure). The results indicate that voluntarily disclosing AI as a creative partner significantly enhances perceived firm transparency, increases brand trust and reduces consumer scepticism. Crucially for practitioners, these preliminary findings also reveal no significant adverse effects on attitudes toward the post or brand, or on consumers’ willingness to purchase or engage with the brand on social media. These findings suggest that transparency about using AI can strengthen consumer—brand relationships and provides practical reassurance for brands concerned that disclosure might harm their reputation. This exploratory study offers initial practical guidance for brands navigating emerging disclosure expectations in social media environments, while acknowledging the need for future research with generalisable samples. This article is also included in The Business & Management Collection which can be accessed at http:// hstalks.com/business.