The Impact of Synthetic and Generative Media on Brand Credibility and Audience Engagement: A research study on generative AI and brand authenticity

Generative Artificial Intelligence has transformed from a back-office production aid to a front-facing creative force in advertising, capable of producing entire campaigns virtual brand ambassadors, synthetic voiceovers, and AI-written copy with little or no human authorship. This paper explores the impact of such synthetic and generative media on brand credibility, perceived authenticity, and audience engagement compared with human-produced advertising assets, through the lens of brand authenticity theory, source-credibility theory, and the machine-heuristic framework. Recent empirical evidence on virtual influencers, AI-generated visuals, synthetic voice, and AI copywriting are synthesised, and a controlled A/B testing methodology is proposed to compare consumer engagement, perceived authenticity, and conversion rates across AI-generated and human-produced ad variants in the fashion and FMCG sectors. The paper concludes that generative AI can match or exceed human-made advertising on efficiency and even short-term engagement metrics, but sustained brand credibility depends on careful creative curation and continued human oversight.