Brands are increasingly incorporating artificial intelligence (AI) into their marketing campaigns, but how do consumers perceive the authenticity of AI-generated content? This blog post explores a new study that examines the impact of AI-written emotional messages on consumer perceptions and behaviors. Discover the potential implications for brand reputation and consumer relationships as the use of AI in marketing continues to evolve.
The AI-Authenticity Conundrum
Top brands are getting full benefit of the wonders which AI can do for their marketing campaign in the digital age. As AI has penetrated into marketing, advertising campaigns of outfits such as Nike and Google or Coca-Cola and McDonald’s are looking forward to the results.
Still, the big question remains: how real will consumers view AI-generated communications? The Journal of Business Research recently published a study on the subject. A study by Colleen Kirk, D.P.S., associate professor of marketing and management at New York Institute of Technology, explores what effect AI-generated emotional content has on consumer perceptions and behaviors.
The Dangers of AI-Generated, Emotionally Manipulative Content
The researchers performed a series of experiments to obtain insight into consumer response to messages written by machinery. For example in one instance, subjects read a touching message supposed written by a fitness salesperson either through AI or by the initial thrall.
In the results, the control group (who thought the message was written by a human salesperson) sent back kind words — however those lead to believe this came from AI reported more of a sense of ‘moral disgust’. Consequently, they were less likely to reflect favorably upon the store and more likely to call another brand on their next visit. They even gave the simulation a low rating on an imaginary review site.
This indicates a consumer preference for genuine interactions with brands, and that when brands practice using AI-generated emotional content it damages the perception of the brand as well as relationships of such with its customers.
The AI Disclosure Landscape Explained
Based on the study authors, Colleen Kirk and Julian Givi, M.D. D., a marketing researcher at West Virginia University, is the lesson that all marketers should take away from this — it pays to carefully weigh how much you want to reveal about your use of AI in your marketing communications.
Brands will likely have to endure increasing regulations from governments on the disclosure of AI usage which will make consumers aware that brands are actually using a different form of driver for their marketing messages, based on research by Fresh Relevance. As he says, “Consumers are increasingly sceptical about the human ownership of marketing communications. Our study contributes valuable insights into how utilizing AI to elicit emotional response-derived content may actually work against a brand when it comes to customer perceptions and ultimately, the consumer relationships upon which their businesses are built.”
Over time-tested principle should remain unchanged that marketing should be driven only through authentic sources, with AI tools to serve merely as a new frontier. Brands walk this fine line as the cycle continues to evolve in AI marketing, focusing on transparency and real connections with consumers.
