Transparency in Global AI Marketing: Examining the Roles of Generative AI, Anthropomorphic AI Storytelling, and Authenticity in Consumer Cognitive Engagement

This study examines how perceived GenAI transparency influences consumer cognitive engagement with AI-generated brand storytelling. Drawing on the Stimulus–Organism–Response framework, complemented by the CASA paradigm and Persuasion Knowledge Model, the study investigates the mediating roles of perceived GenAI capability, anthropomorphic AI storytelling, perceived authenticity, and positive emotions. Survey data from 247 consumers across Europe, North America, and MENA were analyzed using PROCESS mediation analysis. Results indicate that transparency directly enhances cognitive engagement and indirectly through perceived authenticity, anthropomorphic AI storytelling, and GenAI capability, while positive emotions were non-significant. The findings advance global AI marketing theory and practice.