The Effects of AI Generated Marketing Content on Consumer Sentiments and Purchase Decisions

Abstract

Generative Artificial Intelligence (Gen AI) has garnered significant attention across academic, business, and mainstream spheres due to its ability to simulate human intelligence and perform intellectual activities often more efficiently than humans. This paper synthesizes literature on Gen AI, particularly on its applications in digital marketing, focusing on its implications for content creation. To further examine the uses of Gen AI in digital marketing, this paper explores the effectiveness of Gen AI in creating marketing content, as well as its impact on consumer trust, brand authenticity, and consumer purchase decisions. Following preliminary research, a study was conducted among TCU Neeley School of Business students ages 18 to 26, representative of Generation Z consumers, to garner insights into their ability to differentiate between AI-generated and human-made marketing content. Findings suggest that while most Generation Z consumers can discern AI-generated content, their trust in products/brands and purchase decisions remains largely unaffected by the knowledge that content is AI-generated. Because of these findings this paper suggests that marketers can leverage AI-generated content among Generation Z consumers without significantly impacting consumer trust and perceptions of brand authenticity. However, the study highlights the importance of transparency and ethical considerations in AI-driven marketing to uphold consumer trust and loyalty. Overall, this research contributes to the understanding of Generative AI's role in digital marketing and underscores the importance of responsible and transparent AI use in shaping consumer experiences and perceptions.