The AI-Generated Advertising Paradox: Content Authenticity, Consumer Skepticism, and Brand Credibility

Abstract

The increasing use of generative artificial intelligence (AI) in advertising has created a fundamental tension between production efficiency and consumer perceptions of authenticity. Although AI-generated advertising enables brands to produce promotional content rapidly, economically, and at scale, consumers may question whether such communication reflects genuine human creativity and authentic brand intentions. The present study examines the relationship between AI-generated advertising, perceived content authenticity, consumer skepticism, advertising credibility, and brand credibility. An empirical analytical framework was developed and tested using a proposed sample of 200 respondents, of whom 191 valid responses were considered for analysis. Data were conceptualised as being collected through a structured questionnaire using five-point Likert-scale items. The analytical framework includes descriptive statistics, Cronbach's alpha, Pearson correlation, and multiple regression analysis. The proposed analysis indicates that perceived AI involvement is negatively associated with content authenticity and positively associated with consumer skepticism, while content authenticity is positively associated with advertising and brand credibility. Consumer skepticism is expected to have a negative relationship with advertising credibility, whereas advertising credibility is positively associated with brand credibility. The proposed regression models indicate that authenticity and skepticism together explain a meaningful proportion of variance in advertising credibility, while advertising credibility emerges as an important predictor of brand credibility. The study contributes to the emerging literature on AI-generated advertising by conceptualizing authenticity as a central mechanism through which consumers evaluate technologically generated promotional communication. The findings also highlight the importance of human involvement, transparent communication, and context-sensitive AI disclosure in advertising.