Felix Bettenworth

AI Disclosure in Applied Marketing Practice: Effects of an AI Label on Advertising Credibility, Brand Authenticity, and Purchase Intention for a Sensory Experience Product

Regulatory initiatives such as the EU AI Act oblige advertisers to disclose AI-generated content, raising a transparency dilemma for applied marketing practice: an ethically required disclosure may erode consumer trust. This study examines whether an explicit AI label ("Created by AI") on an advertising image for a fic...